Transforming fashion representation by collaborating with community experts and launching an adaptive fashion collection and content strategy that celebrates diversity.

Background

A leading European e-commerce platform, known for connecting millions of customers with diverse fashion, sports, beauty, and lifestyle brands, sought to amplify its commitment to inclusivity. The objective was to launch an exclusive adaptive fashion collection for the European market, supported by an authentically inclusive campaign and a sustainable, always-on content strategy.

The Challenge

Globally, 1.3 billion people live with significant disabilities—16% of the population. Despite this, the fashion industry often overlooks their needs, presenting adaptive clothing as ‘medical’; functional yet uninspired. The challenge was to redefine adaptive fashion as empowering, stylish, and accessible while ensuring authenticity in representation and storytelling.

The Approach

Research & Insights

Leveraged extensive user research with the disabled* community to understand their fashion needs and content preferences
Partnered with disability consultancy All is for All to ensure authentic representation and accessibility
Analyzed user behavior data and product design insights to inform content strategy

Campaign Development

Extended the central brand campaign to develop "Embrace What Makes You, You" featuring disabled talent and creators. In doing so, ensured cohesion and inclusion within wider brand narrative, not further excluding.
Established a dedicated digital destination showcasing the adaptive collection
Developed an always-on content strategy to ensure sustained representation beyond launch, leveraging user-generated content to additionally support the disabled community directly beyond the launch.

Implementation

Project managed the cross-functional collaboration between creative, marketing, business development and tech teams, establishing clear communication protocols including regular stand-ups and centralized documentation
Implemented accessibility best practices across all content
Provided guidance and education to internal teams on inclusive content production

The Results

Brand Leadership

Positioned brand as an industry pioneer in mainstreaming adaptive fashion
Garnered positive feedback from disability advocates and influencers
Created a blueprint for inclusive content development within the organization

Business Results

Successfully launched collection across European markets
Established new internal processes for inclusive content creation
Built lasting relationships with the disabled community and advocacy groups

Cultural Change

Elevated disability representation in mainstream fashion content
Educated internal teams on inclusive content production
Created foundation for ongoing inclusive initiatives

Key Learnings

“Nothing About Us, Without Us”

Collaborating directly with the disabled community guides authenticity and relevance in content and design.

Start Small, Think Big

Open dialogue and iterative improvements are crucial for inclusive innovation.

Inclusive Design Inspires All

Taking inspiration from leaders like Apple demonstrates how inclusivity fosters groundbreaking solutions for all.

*Intentionally chosen to use "disability-first" language when referring to the disabled community, based on collaboration with disability-led consultancy All is for All and extensive customer research. Acknowledge that "people-first" language (such as “people with disabilities”) is also commonly used.

Launching an Adaptive Fashion Campaign and Always-On Strategy