Wild, Not Wasteful.
Launching Hedoine’s (and the world’s) first Biodegradable & Ladder-Resistant Tights.
The Wild, Not Wasteful campaign led to a three times sell-out product.
“Hedoine’s latest feat in tights technology combines ladder-resistance with biodegradable yarn to create a world first - a pair of game-changing tights that both last longer and decompose at their end of life.”
With so many brands out there greenwashing, the launch of the biodegradable tights and the accompanying campaign was incredibly important to get right for Hedoine. A key factor was communicating not only what makes the tights biodegradable but how they break down later.
The visual style of the campaign also had to standout from the usual Hedoine look and feel while still fitting within the visual language of it. So we maintained our dynamic, unusual poses and high heels (Stella McCartney's to be precise), but ensure we had a lush green background to help drive our message home visually.
The posters that were printed were on recycled paper, the shoes were loaned, the informational insert that accompanies every pair of biodegradable tights was printed on recycled and recyclable paper. And if you’re interested in learning more about biodegradable tights, you can read all about here.
Photography
While at Hedoine, I worked hard to define the visual language of the brand ensuring consistency in all our images - a dynamic leg pose, dark mood taken with a flash and an opulent setting.
When we launched the Hedoine Biodegradable Tights, I needed to rethink the approach but still have some thread of Hedoine to allow the images to fit within the website and socials.
These images have been featured in Vogue, Harpers Bazaar, Drapers and Grazia to name a few.
Creative Direction by Leesa Mealing
Photography by Leesa Mealing
Photography Assistant Katrina Holmes
AD Assistant Leonie Holland
Retouching by Milosz Ciepiela
Model Amber Grey
In the Press
The “Wild Not Wasteful” campaign images were featured far and wide both online and in print including Vogue, Drapers, InStyle, Grazia, Harpers Bazaar. Here’s just a few examples.
