Houdini — The World's Largest Fitting Room

  • Alex Myers

Houdini aims to inspire a future of sustainable consumption – their goal is to be 100% circularly sustainable, to include both retail and product innovation. We wanted to bring this to life at Stockholm Fashion Week, hijacking the expectations of a fashion brand with a creative campaign we called the ‘World’s largest fitting room’.

The objective of this campaign was to highlight the fact that there are alternatives to ‘fast fashion’ and that clothes should be designed for experiences, not passing trends.
We offered the opportunity to rent items of clothes instead of purchasing them and allowed customers to ‘try on’ the Houdini range in the biggest changing room ever imagined: The great outdoors.
Every garment in the store became a free-of-charge rental piece and the World, therefore, became the fitting room. This amplified our media potential, as we were the only fashion brand during fashion week promoting a range of clothing we didn’t want you to buy, but instead, try.
Press reach: over 725 830 during Fashion Week – extraordinary for Swedish traditional media – including top tier titles such as Elle.
Social media conversation went through the roof, including record numbers of brand mentions and fantastic user-generated content inspired by the campaign.

Project Tags


  • H

    Houdini Sportswear