CASE STUDY:                     THRIFT STORE FASHION

A thrift store whose proceeds went to support families in need wanted to rebrand. The concept was to position thrift clothes as not merely inexpensive, but as fashionable. Volunteers at the store, influencers and aspiring actors modeled outfits assembled from the store’s racks that were chosen -- and in some cases modified -- by artist and stylist Leigh Maddox (see if you can spot the model wearing a table runner, or the one in pajamas). The images were used in print, signs, press releases, online targeted advertising, and social media. The goal was to visually treat the thrift items as fine fashion.