- Client
- Redress · The R Collective
- Partners
- Lane Crawford
- Location
- Hong Kong
- Date
- 2018
- My role
- Campaign lead
- Designer
- Kate Morris
Launched in 2018, the Pop Collection was the first collaboration between Redress Design Award winner Kate Morris and The R Collective, transforming luxury yarn waste into bold, pop-art knitwear. As campaign lead, I developed the creative direction, brand storytelling and digital strategy.
The idea was “waste into want”: making sustainability desirable through playful design and rigorous impact. From reversible coatigans to unisex sweaters, the collection showcased circular design and introduced The R Collective’s first menswear.
The launch coincided with Art Basel Hong Kong, alongside a Lane Crawford retail partnership and a multi-channel rollout tracing Kate’s journey from award winner to social-impact designer.
Gallery
5 images · click to enlarge
Campaign contributions
Designed brand assets across retail and media activations.
Led the multi-channel rollout, media partnerships and influencer engagement.
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