Australians throw over 500 million kgs of clothing into landfill every year. As an ethical and sustainable fashion label, Madre Natura refuse to add to this problem.

Partnering with Orphan Creative, we came up with a radical idea, for the brands debut at Australian Fashion Week. To avoid wastage, they would not launch their new collection, until they had sold every single piece of their previous one. 'The Last Season Collection’ was unveiled to the world, and saw an old collection hit the catwalk, for the first time ever. The show enjoyed a viral reach. By opting for a live-streaming format on TikTok, Madre Natura engaged a broader audience and facilitated real-time shopping experiences.

Utilising Helvetica Now's bold and uncompromising presence, we created a wordmark lock-up to become a clear call to action and visual anchor across the AFW and social e-commerce experience.