Brand Activation // Non-Profit
FOR THE GREATER HOOD
FASHION WEEK TAKEOVER
While the fashion industry was launching into their annual private runway extravaganzas for NYC’s 2026 Fashion Week, we saw the opportunity to push against that and go as public as possible in asking for the heart of NYC to support For the Greater Hood and the thousands of homeless people who don’t have the basic clothing to get through the winter, nonetheless worry about walking down a runway.
A STRONG
CLEAR MESSAGE
We’ve clothed 17,000 people.
Help us clothe the next 17,000.
TENSION
STRATEGY
During Fashion Week in NYC, when clothing is the conversation and everyone’s asking: What are you wearing? We flooded the streets of 5 fashion neighborhoods, Bryant Park included, with 17,000 empty hangers to meet fashion where it lives, and asked the more important question: Who’s missing the basics to get through the winter?
HUMAN
ABOVE
ALL ELSE
Using QR tags we linked to 5 real stories of people positively affected by the dignity brought back to their lives by the team at For the Greater Hood. We then asked for a one-time donation of $20, as that’s what it takes to clothe one person.
285% • 285% • 425%
Love in action, people showed they care about much more than fashion.
Although we always believed, it’s nice to see the proof that a street-level idea can drive measurable digital engagement when the message resonates, social performance rose sharply during the activation period, with views up 285%, likes up 358%, and interactions up 425%, extending the impact well beyond the street. And most significantly, moving one giant step forward to clothing the next 17,000 people.