Kategoria:
Paras positiivista muutosta edistävä työ
challenge
When Inclusion
Went Out of Fashion
Not long ago, every big brand proudly preached inclusion. Then the political winds shifted – and suddenly, DEI was out. Global giants turned on their values overnight, faster than a TikTok trend.
The backlash made headlines abroad – but barely a whisper in Finland. Until Väestöliitto – a human rights advocate built on equality – decided to make some noise.
SOLUTION
Turning Hypocrisy
into Fashion
Väestöliitto chose to flip the script. The answer came stitched together: DEI Turncoats – reversible jackets for corporate turncoats. On the outside, “DEI is out.” Inside, “DEI is in.”
Each jacket mirrored the aesthetic of a brand that had walked away from its values – familiar enough to recognize, different enough to (hopefully) avoid a lawsuit. A simple, provocative idea: turn betrayal into a wearable symbol of it.
execution
Design on the Edge
The campaign launched as a mock fashion drop – complete with outdoor ads, social buzz, and a fake online store that mimicked real luxury retail. At first glance, the site looked ready to sell; clicking the “products” revealed how each brand had quietly canceled DEI.
Every detail was deliberate – and a little dangerous.
The design language borrowed from the very brands it called out, walking a fine line between homage and infringement. Produced with the gloss of a real fashion campaign, the satire felt disarmingly spot-on.
The jackets appeared in store windows, across outdoor spaces, and even crashed the Finnish Fashion Awards – turning couture into confrontation. Defying caution, Väestöliitto made the issue visible – and dangerously fashionable. And proved that calling out hypocrisy isn’t a trend. It’s always in vogue.
LAUNCH
A Mock Online Drop
The campaign launched a mock online shop designed to feel like a real fashion drop. Visitors could browse the collection, click into products, and expect to buy. But instead of a checkout, they found something else: the stories behind each jacket — and how the brands they referenced had quietly walked away from DEI. The only thing sold was the protest.
Results
