THE BRIEFThe story.
Strategic repositioning and a narrative campaign for ABYYA, an Antwerp-based slow fashion brand working with natural fibres.
The context
SAYF — summer — explores transmission, memory and natural materials through an intergenerational narrative. The Meraki Creative’s published case study connects the brand’s repositioning with the creative direction of its campaign.
The approach
The studio describes a scope spanning strategic repositioning, art direction, creative concept, campaign production and digital deployment. These images document the SAYF campaign; later ABYYA publications are kept separate from this case.
