Today we’re launching a campaign called #mynewnormalwardrobe and we want you to join us. We’re not asking for you to go out and spend and consume more, instead we want to celebrate the items you already have in your wardrobe and to view this as a key part of your new normal post lockdown level four. We want to encourage you to love what you already own, to tell the story behind it and to inspire others to do the same.
Today we’re launching a campaign called #mynewnormalwardrobe and we want you to join us.
We’re not asking for you to go out and spend and consume more, instead we want to celebrate the items you already have in your wardrobe and to view this as a key part of your new normal post lockdown. We want to encourage you to love what you already own, to tell the story behind it and to inspire others to do the same.
As restrictions begin to ease, and we start to see life going back to it’s old pre-COVID normal in a lot of ways, we wanted to use this interim time whilst things are slowly opening back up to ask you to reflect on what you’ve learnt during this time, what truly matters and what the new normal looks like for you. In true EME fashion, for us, this begins at the door of our wardrobes.
While malls and high-street stores begin to open, and we’re encouraged by the need for more, we wanted to encourage you to do something a little different. Instead of heading to the nearest clothing store or jumping online to purchase, we want you to open your wardrobe and pull out your most treasured piece. You know that item that brings you joy Marie Kondo style? The one with that story behind it you’ll never forget. The one that you’ll definitely get fixed if it breaks. Heck, that piece that you’ve actually looked at the care tag to see how to wash it properly. That item that you seem to have a million and one pics of you wearing because you treasure it to no end. That piece.
Where did the idea for the campaign come from?
Well, we were inspired by a conversation we had with Danielle France (otherwise known on the ‘gram world as The Mustard Jumper) where we discussed how even in lockdown, we’re consistently being shown new things we need in order to be in style, and ultimately to be ‘enough’. We wanted to flip that notion and encourage others to start thinking of our wardrobes differently. Instead of looking with despair for not having anything to wear after seeing yet another person on social media posting a brand new outfit every day, we wanted to shift the lens to focus on what we already own and the story behind it.
To kick things off we decided to get in touch with some friends and ask them what their most treasured piece in their wardrobe is, using the hashtag #mynewnormalwardrobe.
Here are a few examples from wonderful humans we love below that we hope gives you ideas for your own piece:
As we step into this new normal, in this world post-pandemic, we need to reflect often and remember what we learnt during this great pause. That what truly matters is our health and happiness, and that of our family, friends and those we’re yet to cross paths with.
It’s not owning the latest piece of clothing. It’s not how many likes we get on Instagram or how many followers we have. What’s truly important is taking stock and treasuring everything we’ve already been blessed enough to own and have in our life. It’s about waking up grateful for everything we do have, rather than chasing the consistent need for more.
So with that, we encourage you to look through your wardrobe this morning, and ask yourself ‘What is my most treasured piece?’.
Then post on social media telling others the story behind your favourite piece using the hashtag #mynewnormalwardrobe.
Tag us too so we can see and share it and keep this movement going long into our new normal.
Let’s look after the things we already own, let’s love them a little longer and encourage others to do the same.
Join the likes of:
How can you get involved?
- Take a photo of that piece you treasure and upload it to Instagram.
- Share the story behind it using #mynewnormalwardrobe.
- Tag us so we can share it.
- Encourage others to share theirs.
A conscious wardrobe always starts somewhere and we want to invite everyone into the conversation.
We can’t wait to see your #mynewnormalwardrobe.