DRESS REHEARSAL

A collaborative campaign concept for the British Heart Foundation exploring charity shopping through nostalgia, storytelling, and self-expression. Inspired by the playful experience of dressing up in childhood, the project reimagines second-hand fashion and furniture as extensions of personal identity, giving pre-loved objects a renewed sense of purpose, memory, and belonging. Rooted in inclusivity and sustainable consumption, the campaign celebrates the emotional and cultural value found within thrifting, transforming donated items into vessels for individuality, humour, and collective storytelling.