Fashion with Purpose
As fashion brands increasingly converge, Kiabi stands apart through its commitment to diversity and social responsibility. The goal of this campaign was to make that purpose visible. This was not simply about selling clothing, but about connecting with people where they already were and fostering authentic, positive conversations around Kiabi’s values of inclusion and diversity.
We developed an influencer marketing strategy rooted in creative influence to communicate the brand’s purpose in a genuine and relatable way. The activation focused on reaching audiences within their own cultural and social spaces, selecting creators aligned with Kiabi’s values, including @noemimisma, @ciscogarve, @oh.mamiblue, @paucremades, and @marinallorca.
Alongside this, 27 ongoing creator profiles supported each campaign launch while also helping to open up new, more inclusive ways of understanding fashion. The conversation was sustained through the participation of 192 profiles, turning product seeding into an ongoing dialogue rather than a one-off activation.
To close the campaign, Keepers co-created the Pretty Day event with @PrettyandOlé, amplifying the message and translating the digital conversation into a live, physical experience.
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