Bringing history and technology together to create a more sustainable future for fashion

Using one of history's greatest beauty icons to highlight sustainability in fashion

A collaboration by Wunderman Thompson Hong Kong and its Amsterdam outpost has resulted in what Ad Nut believes to be one of the most unexpected sustainability activations of the year. To promote the idea that clothes—particularly denim jeans—can be tailored to every type of body, the agency team crafted a pair of jeans using tech and data. And to appease the cynicism of consumers about data- and tech-driven clothing, the agencies’ challenged themselves to use Cleopatra as an imaginary model. Yes, the actual Cleoptara. The project involved Taiwan’s TG3D, a tech company whose 3D technology scans any body shape to produce tailored designs at high definition. On top of that, the team measured hundreds of contemporary Coptic Egyptian women who closely resemble the ancient queen, according to historical data. Through this, the estimated body measurement data for Cleopatra was calculated and used to design a perfectly fitted pair of jeans.

Campaign website: https://cleopatrajeans.com/

Press coverage:
Campaign Asia
LBB Online
The Stable
ReasonWhy

Agency: Wunderman Thompson