Gen Z Luxury Marketing
ORNEST rents luxury fashion in Paris. Our brief: build a campaign that connects with consumers emotionally and reinforces the brand's commitment to sustainability. We started with the audience and finished with a costed, scheduled activation.
Client
ORNEST — luxury rental, Paris
Period
May 2025
Team
Martina, Albane, Kessy, Bianca, Denisa
Deliverable
Audience research, media strategy, activation & budget
87%
of respondents were Gen Z (18–23)
90%
resonance for “Rent the look, own the moment”
500K+
estimated impressions from the activation
€9,850
total campaign budget
“Dare to Recycle Fashion”, one bag, many identities
Gen Z craves luxury and believes it should be within reach — but sees it as expensive and unsustainable. 52% hesitate on sustainable choices because of cost. The opportunity was not to sell rental; it was to make rental feel like taste rather than a compromise.
“Messy but well spoken” — honest and unfiltered, yet intelligently expressed. Transparent about values and pricing, elevated without being loud, confident enough not to chase trends, iconic in its statements and softly rebellious.
We recommended Switzerland and Belgium first — francophone markets with comparable consumer behaviour and appetite for both luxury and sustainability — followed by Italy, Spain, the Netherlands and Germany.
“Working with a real client in Paris taught me how fast research becomes creative direction. Every line of the campaign traced back to something a consumer actually told us.”
Bianca Balica — takeaway