In early 2020 famous Swedish vodka brand Absolut was launching ‘Recycled’, their limited-edition bottle, devised as a celebration of their circular ethos.

I led on the response, which culminated in the creation of Absolut Trash: a one-off London Fashion Week show held on a literal “trash” runway made from waste collected at LFW parties,  showcasing designs from 13 emerging sustainable creators.

My management of the project spanned the sourcing of the venue, sourcing and appointing the participating designers, supervision of the runway design + production, management of internal team + external suppliers & freelancers across bars, MUA + runway teams, guest list management, music curation, content capture briefs and sustainable solutions.

The activation was exceptionally well-received by 700 consumers, as well as clients and the media, with the organic social media reach from the event at 700k, the reach in earned media exceeding 29M - and media coverage including a National news broadcast.