Gill is a powerhouse and believes that we need to approach fashion in a more mindful manner. While the Fall Winter collections were showing this past February, Byronesque launched the “OUTOFHAND” campaign for the fashion troublemakers that want to slow our fast fashion system and take a look at how our mass consumerism is leading to the decline of subculture, sustainability and creativity. There were images of quotes from fashion luminaries that traveled through the blogosphere, onto thousands of Pinterest boards and where wheatpasted onto our city streets. Some read: “I never think that people die. They just go to department stores. – Andy Warhol” or “Buy Less. Choose Well. – Vivienne Westwood”
So when I asked Gill about how brands can effectively use storytelling, she had this to say:
“Successful brands approach storytelling with a real point of view that forces people to have an opinion. because when people have an opinion about something – they care. And at the end of the day all we’re trying to do is encourage people to care about things and share our loves, passions and frustrations.”
The energy behind Byronesque is strong, impactful and contagious. If you’d like to get more acquainted with Byronesque, check out my interivew, log onto their website and check out their OFFLINE shopping event they are having this week in New York – you can find all the information here.