Goodwill Industries-Knoxville celebrates fashion by recycling it, changing lives in the process.
In September 2014, Goodwill celebrated 30 years of reimagined runway couture and fierce fundraising at its annual Vintage Fashion Show and Sale.
For the 30th anniversary show, we wanted to do something special to remind patrons of the true purpose of the event (in a tongue-in-cheek way). Styles change—from sparkly to preppy to grunge to glamour and back again. Hair gets big, small, straight and curly; hemlines go up and down; pants morph from bellbottoms to skinny jeans. Through it all, Goodwill is there with vocational services and job opportunities for people who otherwise wouldn’t have a chance for meaningful employment.
The agency’s biggest fundraiser and largest public event is always a night of fun and inspiration for fearless models and loyal fans. To promote it, we created a series of seven posters mimicking fashion ads from each era from the 1970s to today.
Instead of a traditional printed program, we created an accordion fold brochure that recapped the poster series while reminding attendees of the work Goodwill does in the community. To help boost sales, we added a coupon that encouraged people to “accessorize and save.” After all, that’s what separates us from the animals.