Quick wins for slow fashion

September 15, 2018

Overview

In 2017 Magdalena Berger, founder/designer of MAGDAKINEDESIGNS, set out to create a swimwear brand that reverses the social and ecological effects of the fast-fashion catastrophe. The company’s Prints with a Purpose are dyed in an eco-conscious process, fabricated on limited-run productions and printed on 100% regenerated nylon. Its high-end Italian fabrics are made from ECONYL® Fiber, in a process that reclaims old textiles and abandoned fishing nets to create the UV protection, ultra-durable swimwear fabric. Designed for the eco-elegant, its limited edition “Prints with a Purpose” are designed in-house and feature vulnerable species that need our attention. Every MAGDAKINEDESIGNS purchase returns a donation to nonprofits working to help save the species featured in the print purchased.

The challenge

Purchases from MAGDAKINEDESIGNS’ manta ray print bikini return a donation to the Marine Megafauna Foundation (MMF) and the brand wanted to generate press coverage to raise awareness and boost sales.

The strategy

  • Compiled a tailored, targeted press list
  • Drafted and distributed a press release to relevant journalists (no review samples available)

The results

  • The manta ray bikini prints were showcased in press articles including: Stylist, Diver, EZ Dive magazine, Scubaverse and Eluxe magazine.

Melissa was a Pro Bono Communications Consultant for MMF during 2018.

MAGDAKINEDESIGNS was an MMF partner.

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