WHO: Pildora is a New York City based sustainable fashion company providing services from media, events to sustainability consulting and lately, an online marketplace featuring sustainable designers’ work all over the world.
WHAT: content strategy, production, social media, storytelling
WHY: Growing with the dynamic start-up (since Day 1), my goal was to assist the founder Christina to change the stigma around sustainable fashion through captivating storytelling, both digital and interpersonal.
The conventional perception of sustainable fashion is that it’s hippie, it’s granola. So why does a customer have to pay more? Because a sustainable piece of garment doesn’t enjoy the advantage of economies of scale. By assigning the Pildora brand a persona - a big sister the target audience admires - who is informative but not preachy, stylish but not ostentatious etc., we adopted a clean yet vibrant visual code. Sustainable fashion is luxury. Sustainable fashion can be sexy.
One of Pildora’s mission is to build a social network for people who are passionate about sustainable fashion to communicate and collaborate. To nourish and grow this network, we feature a designer each month. During each photoshoot, I would compose a series of Instagram stories with corresponding Behind the Scenes posts to capture our collaboration. Below are two examples from the photoshoot with Querencia Studio and House Dress.
Apart from coordinating photoshoots, I helped plan and cover four #FashionAbility events with Pildora and counting. We picture ourselves as a future leader in the sustainable fashion industry, which is why we produce and disseminate happenings with accuracy and relevance. Below is a sample of event recap for #FashionAbility Miami as well as countdown to #FashionAbility NYFW.
The idea of “Pildora pioneers” comes from an ideation workshop with all employees as a way to strengthen our network and enhance audience engagement. A Pildora pioneer is someone who is daring and experimental, someone who has his/her unique style. The least they deserve is a cover!
photos by Federica Dall’Orso, rights reserved.