Trailblazer
The launch of BYT, sustainable luxury built on upcycling.
- Client
- Redress · BYT
- Partners
- Lane Crawford · Barneys New York
- Location
- Hong Kong · New York
- Date
- 2017
- My role
- Creative direction & communications
- Designers
- Kevin Germanier, Victor Chu
Launched in Hong Kong in 2017, Trailblazer was the global campaign for BYT, the first brand to spin out of Redress’s decade of work in sustainable fashion. Its message: luxury can be redefined through upcycling and social impact, with a platform for Bold Young Talents to shape the industry’s future.
The campaign opened with BYT’s debut runway in Hong Kong, followed by its launch at Lane Crawford in store and online. Designed by Redress Design Award alumni Kevin Germanier and Victor Chu, the first collection embodied creativity, circularity and bold storytelling. An exclusive capsule with Barneys New York took the brand to the United States.
Visual storytelling, media partnerships and a commitment to reinvest 10% of profits in Redress’s environmental programmes positioned BYT as a pioneer of ethical fashion — taking upcycling from a niche practice to a visible solution for the future of luxury.
Gallery
9 images · click to enlarge
Campaign contributions
Designed brand assets across runway, retail and media activations.
Activated industry leaders and changemakers to raise BYT’s visibility and inspire collective action.
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