Launched in 2018, the Pop Collection marked the first collaboration between Redress Design Award winner Kate Morris and The R Collective — transforming luxury yarn waste into bold, pop-art inspired knitwear. As campaign lead, I developed the creative direction, brand storytelling, and digital strategy to position Pop not just as a fashion line, but as a statement on how creativity can rewrite fashion’s waste narrative.

At the heart of the campaign was the idea of “waste into want” — making sustainability covetable by blending playful aesthetics with rigorous impact. From reversible coatigans to unisex sweaters, the collection showcased the power of circular design, while also introducing The R Collective’s first sustainable menswear line.

The campaign amplified this message across physical and digital platforms: a launch aligned with Art Basel Hong Kong, a Lane Crawford retail partnership, and a multi-channel storytelling rollout that spotlighted Kate’s journey from Redress Design Award winner to social-impact designer. Through media partnerships, influencer engagement, and retail activations, Pop demonstrated how collaboration between designers, NGOs, and brands can create powerful, scalable solutions for a more responsible fashion industry.