#SmileToTheFuture

We've all been there: the pandemic has redefined our living and working spaces, between lockdowns and smart working. So much so that, without hardly noticing, pyjamas and comfortable tracksuits have slowly replaced our favourite clothes, which have been gathering dust waiting for better times to go out and show off. But do we really need a reason to dress up? Why not just do it for ourselves?

Can we go back to imagining the future with happiness? Yes! Kiabi invites us to look to 2021 with positivity, but above all it encourages us to love ourselves more, to take care of ourselves. The first step is recovering the "lost" emotional relationship with our wardrobe. Kiabi reminds us that clothes are more than they seem: they are memories, emotions and experiences. So why wait for the right moment? Open your wardrobe and go back to your favourite clothes: do it for yourself, without a reason, just because it makes you feel good. So you are reading in your pyjamas... What are you waiting for? Go and change!

The power of the campaign, which reached over a million views in a few days, was representing the context in a credible, realistic way, through a storytelling with which Kiabi's target could identify, starting from the casting that well represented Kiabi's inclusive approach to fashion. The protagonists are in fact women with whom it is easy to identify, far from stereotypical fashion canons. With the objective of spreading Kiabi's message of empowerment and increasing the emotional bond between the brand and its communities, the campaign was supported by a content strategy, which fuelled popularity and word of mouth thanks to the involvement of Brand Ambassadors.