Sustainable Fashion Case Study
about OUTLAND DENIM
Founded in Australia, OUTLAND DENIM is the world’s most humanitarian denim brand. Passionate about creating employment and training opportunities for vulnerable women, OUTLAND DENIM is also committed to designing and manufacturing premium quality denim in a socially, economically and environmentally sustainable way.
mEGhAN mARKLE WEARS outland denim
WHITEHAIR.CO was initially appointed by OUTLAND DENIM in 2018 to sensitively handle a PR opportunity with Meghan Markle wearing the brand in Australia.
After sending out an ‘Exact Match Media Alert’ and following up to ensure the correct credits and messaging, WHITEHAIR.CO created a positive story about how Meghan’s choice supported vulnerable women.
This project resulted in over 150 mentions and credits of Meghan Markle wearing Outland Denim in top tier National Newspapers and online magazines, a few of which you can see here.
product & feature placement
WHITEHAIR.CO was tasked with raising awareness of OUTLAND DENIM via the UK media. With a focus on both its design and ethical credentials, via credits and features within key target national consumer media.
Features were placed by WHITEHAIR.CO in titles including Vogue, positioning OUTLAND DENIM as one of the pioneers in creating a more economically, socially and environmentally sustainable future for the fashion industry. While product credits appeared in both print and online titles including Telegraph, The Times, STELLA, STYLIST, ES Magazine and more.
In the run up to World Day Against Trafficking in Humans (October 18th), WHITEHAIR.CO suggested creating and implementing an influencer seeding campaign that would raise awareness of the day and highlight the brand’s ongoing humanitarian efforts.
WHITEHAIR.CO targeted a carefully-selected group of key opinion-leading style influencers with which the team had strong relationships, in order to secure quality content with on-brand messaging despite the organic nature of the collaborations.
Here you can see a few of the results, with a combined total potential reach of >3M, including posts from the likes of Louise Roe, Niomi Smart and Olivia Arben.