When you think of Savers, funky clothes, hidden gems, or quirky t-shirts that only a 40-year-old incel might find funny probably come to mind.

Tasked with repositioning Savers as a destination for working professionals, we developed “Lived Experience”, a concept that offers a fresh perspective on our target audience.

The idea is simple: second-hand clothes just fit better. They’ve been broken in, softened, and shaped by real bodies, providing a lived-in comfort that fast fashion simply can’t replicate.

The clothes you find at Savers carry a lived experience as unique as the individuals wearing them. There’s no need to struggle with stiff jeans, stretch out t-shirts, or endure the painful process of breaking in new Dr. Martens (trust me, I’ve got the blisters to prove it).

It was an absolute pleasure working on this campaign alongside the incredibly talented Eve Zawertailo We shared both the art direction and copywriting for this project — and even doubled as the models.