Launched in Hong Kong in 2017, Trailblazer was a global fashion campaign designed to demonstrate that luxury can be redefined through upcycling and social impact. As the first brand spun out of Redress’ decade-long work in sustainable fashion, BYT was built to prove that fashion can be a force for good — championing Bold Young Talents and giving them a platform to shape the future of the industry.

At the heart of the campaign was BYT’s debut runway show in Hong Kong, followed by its entry into Lane Crawford’s prestigious retail store and e-commerce platform. Designed by Redress Design Award alumni Kevin Germanier and Victor Chu, the first collection embodied the brand’s ethos of creativity, circularity, and bold storytelling. The campaign extended to the US with the launch of an exclusive Barneys New York capsule collection, amplifying the reach of sustainable luxury across continents.

The campaign integrated fashion, media, and advocacy into one cohesive experience. Highlights included bold visual storytelling, media partnerships positioning BYT as a luxury sustainability pioneer, and the commitment that 10% of profits would be reinvested into Redress’ environmental programs. By connecting design innovation with retail strategy and impact-driven storytelling, BYT not only disrupted fashion’s traditional narrative but also mobilized a movement of conscious consumers seeking change.

The results positioned BYT as a trailblazer in ethical fashion, elevating upcycling from a niche practice into a globally visible solution for the future of luxury.