Christy dawn
Creative Rebrand project
“Cutting the b.S. out of your clothes”
How do you get Gen Z to care about a sustainable clothing brand? Simple: you rethink the narrative. For Christy Dawn, that meant cutting the b*lls*ht out of fashion and embracing bold, fearless self-expression. During this M-School project, my team and I reimagined campaign flipped the script on “sustainable fashion” by making it fun, modern, and unapologetically real. As part of my role, I created the platform line, “Cutting the B.S. Out of Your Clothes,” conceptualized a tag idea, and helped dream up an experiential pop-up. The goal? Make sustainability cool without losing Christy Dawn’s authenticity. This campaign brought a fresh, bold energy to the brand that made it relatable and exciting for Gen Z.
“Dress Detox”
by christy dawn
Say hello to Dress Detox, a pop-up concept designed for Christy Dawn to help women swap fast fashion for timeless, sustainable pieces.
Customers would bring in their old clothes in exchange for Christy Dawn gift cards, giving them a fresh start while making a positive impact on the planet!
This pop-up would go far beyond just trading garments—it’s about challenging the superficial nature of fast fashion and transitioning to regenerative values. By partnering with like-minded brands for accessory pop-ups, the event would show customers how to be bold, authentic, and fun while embracing sustainability.
Conceptualized and designed by Nia Jones
“Cut the B.S.”
clothing tags
Bringing “Cut the BS out of your clothes" ethos to life by showcasing custom tags Christy Dawn attaches to garments. Each tag features a unique anecdote and a QR code that leads to a page with styling suggestions for your new garment and a quick story of how it was made.
Designed by Bella Eaton
Conceptualized by Nia Jones