316,033
Accounts Reached
136,635​
Video Views
6.1%
Engagement Rate
Channel Management
Creative
Content Creation
Influencer
The Brief
Created in-house at Barnardo’s, this campaign set out to spotlight the potential of charity shops for wedding and occasion wear, specifically through the lens of the bridal party. The goal was to move away from tired narratives and show that preloved wedding looks could be stylish, expressive and inclusive. We aimed to connect with younger shoppers, particularly Gen Z and millennial women, and present charity retail as a place to find outfits that are affordable, original, and full of personality.
Insights
Charity retail has always been full of hidden gems — but it’s rarely part of the bridalwear conversation. At the same time, traditional wedding campaigns tend to focus on one dress, one look, one type of bride. We saw space to open that up, to make the campaign about the whole party, not just the main event. With women (especially younger generations) already making up the majority of charity shoppers, the opportunity was to reflect them in a way that felt bold, fresh and real. Not overly curated. Not overly sentimental. Just good fashion with meaning behind it.
The Idea
We created an influencer-led campaign that reframed wedding and guest dressing through the lens of secondhand style. The aim was to show that charity retail could offer variety, quality, and individuality. All while reflecting a more inclusive and diverse idea of what a bridal party can look like.
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We partnered with creators who brought their own style and personality to the shoot, casting people who felt like the kind of guests, siblings, and best friends you’d want by your side. Each look was sourced entirely from Barnardo’s stores, showing off the unexpected range you can find when you know where to look.
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Visually, the campaign was colourful, celebratory and style-first, leaning into bold silhouettes, and mix-and-match textures.
