PMU – Second hand is the future of style

Communication Film & photo Identity

    The Swedish aid organization PMU are not only involved in development projects and humanitarian aid around the world. They also run several second hand-stores in Sweden, from where all surplus is invested in new aid projects. To give the stores commercial exposure, we got the mission to create an image-based campaign that puts second hand- shopping in a new and positive light.


    Our solution was to create a future-inspired fashion shoot where a variety of styles; urban, contemporary, retro, and timeless; meet and mix. The message? Well, that sustainable shopping is a great way of creating your own personal style.