Modern consumers demand sustainability be at the core of every brand’s mission, even automotive ones.

MINI FASHION is the eco-friendly concept conceived to expand MINI’s ambitious design heritage into a new creative space with maximum impact on the target consumers’ urban lifestyle and minimum impact on planet earth.

Six designers from around the world were commissioned to create a capsule collection on behalf of MINI in collaboration with The Woolmark Company. The resulting collection, ‘Field Notes’, was unveiled at Milan’s Pitti Uomo 94 event before embarking on a world tour.

A journey which became the foundation of our ensuing content strategy. Our campaign included a mix of long and short form video, as well as photographic social media concepts. We brought the capsule collection to life through newly created social media accounts dedicated to MINI’s fashion exploration, as well as website landing pages and email flows to engage new audiences.

Agency: Wunderman Thompson Berlin