A Liverpool-based entrepreneur, Anna Grace Du Noyer, has launched a multi-faceted campaign aimed at addressing social inequities through the lens of fashion.
The campaign, part of Style Swap Social—a project funded by a £29,000 grant from Merseyside Recycling and Waste Authority (MRWA)—has a target to divert 45,000 tonnes of textiles from landfill over the course of a year through innovative campaigns and community events – such as the free clothes swap that took place at Future Yard in Birkenhead on Saturday 21 October.
Following a three-month project evaluation by Fierce Futures CIC – the organisation that manages Style Swap Social – the autumn/winter campaign aims to address the underrepresentation of diverse consumers and engage new audiences using data-driven, but controversial, marketing strategies to meet their inclusivity and sustainability objectives.
Alongside her role as director of the trauma-awareness non-profit, Fierce Futures CIC, Anna Grace Du Noyer, also owns Liverpool-based PR agency Fierce PR, which is spearheading a bold autumn/winter fashion campaign as a form of in-kind sponsorship for their non-profit sister organisation.
The campaign will see a series of satirical,high-fashion print editorials landing in venues across the city in November.
The limited edition fashion magazine series will include titles such as “Happily Bizarre” (Harper’s Bazaar), “Don’t Tell Vogue” (Vogue), “i-DGAF” (i-D Magazine), and “Elle Yes” (Elle)—in sleek, edgy designs – typical of the rebellious tactics that have built Anna a reputation as a leading ‘PR guru’ by national publications such as the Express and Marie Claire.
The campaign has been developed to resonate with fast fashion consumers who are put off by “middle-class” eco-messaging and associated branding, which is unreflective of a large section of fast fashion consumers, as confirmed by data collected in Fierce Futures’ recent survey.
Anna said, “Mostly, eco-fashion campaigns preach to the converted. The colours. The messages. The styles. They use the very fact that the product or service is sustainable as the ‘hook’. While there is value in this – its impact is low. In fact, the majority of people who consume fashion – simply do not connect with those narratives.
Anna continued, “This is probably slightly unfair – but you could liken these sorts of campaigns to greenwashing, focusing on vanity metrics rather than meaningful change. We are making a statement that sustainability should go without saying – not be a unique selling point.
“Transformation doesn’t happen in an echo chamber. Our A/W campaign is edgy, rebellious, and – perhaps even a little bit cool. It’s about fashion, first and foremost. Self expression. But the bonus is – it’s free and doesn’t harm the earth or people. Style without barriers – Where no one fits in but everyone belongs.”
Anna went on to say, “This is very different from anything that’s been done before—certainly in this context, with the broader goals of trauma, societal equity, and social mobility.” The multi-faceted campaign features models Mo, an asylum seeker from Libya, and Cheery, a domestic violence survivor from Kansas, both of whom have now found refuge in Liverpool, with lived experience of trauma that is central to the Fierce Futures overall mission.
“On the surface, fashion can seem shallow. But our objectives and methodology run deep, challenging accepted diversity and inclusion frameworks. The human experience is nuanced, and true inclusivity requires a nuanced approach that transcends tick boxes. By getting this right, we can create a culture shift and a ripple effect for social mobility, health, mental well-being—and in turn, economic stability, earning power, innovation, and more. This is huge!”
Anna left us with some final thoughts, saying “The central premise is that everyone has an equitable standing, fostering a sense of genuine belonging. Fashion is not just fabric and thread; it can be a catalyst for social equity, self-assurance, and upward mobility.
“By eschewing special provisions or trauma-specific initiatives, we aim to mitigate the risk of reinforcing feelings of unworthiness or exclusion. Our commitment to trauma awareness and true inclusivity extends to understanding the subtleties of the human condition, ensuring psychological well-being, and celebrating individual uniqueness. This approach transcends conventional notions of diversity and inclusion.”
Lead image: Anna Grace Du Noyer