Challenging a 100-year old norm of school uniforms that holds back Thai girls confidence and allowing them to freely express themselves.
The uniform that transforms itself the moment you step out of school.
In Thailand, students have to wear uniforms from kindergarten all the way to university. Worst, violations of uniform codes can turn into severe punishments. Self-expression gets seriously suppressed.
In collaboration with fashion designer, Wacoal created “Ready-to-Go Uniforms,” a collection of uniform that transforms itself the moment you step out of school. This way girls can express themselves just the way they want.
We gained USD 5.3 million PR value and 174% increase in bra sales on month of the launch.