Like-New Collection

To combat fast fashion’s role in driving overconsumption, we set out to redefine second-hand shopping as stylish and aspirational while promoting sustainable fashion in Georgia.

We launched the “Like-New Collection”, an influencer-driven campaign that partnered with 12 fashion influencers and second-hand stores in Tbilisi. Each influencer curated a selection of garments, refreshed them using Perwoll, and presented the collection across TikTok, Instagram, and Facebook, styled like a premium fashion showcase. A high-end photoshoot emphasized that sustainability can be fashionable and aspirational. Additionally, we designed reusable tote bags, distributed through second-hand stores, to extend the campaign’s impact beyond digital channels.