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Top 6: June 10th 2020

Prisma: Telcollection

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Top 6: June 10th 2020
Creative response from a Finnish retailer to the most unexpected clothing phenomenon of spring - a collection of half-formal outfits for Finns working from home half-dressed. Comfort loving Finns took full advantage of the possibility of working half-dressed and local retail chain Prisma responded to this unexpected phenomenon by creating a special collection that combines formal upper parts with less formal bottoms into striking outfits. Ultimately the supporting campaign by TBWA Helsinki evolved into one kind of a phenomenon itself and helped to multiply sales of both, home and business wear, in the challenging times for retailers. According to recent research, more than every fifth Finn has started working from home this spring due to the coronavirus outbreak. A massive change in our everyday lives has also had an unexpected, but natural impact on how we dress for work nowadays. Prisma, as one of the leading fashion retailers in Finland, saw an opportunity to react in it’s own way to this unprecedented change in clothing trends.

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