Moromoro
Not Just Hanging Around
Connection begins with recognition of life.
Brief
In a world where fashion is increasingly fast, functional, and performative, how can we invite audiences to slow down and reimagine their relationship with clothing—not just as tools of self-expression, but as entities with presence, memory, and quiet life of their own?
Moromoro seeks to deepen emotional connection with its audience by shifting the narrative: from how we wear clothes, to how clothes exist. The goal is to build a campaign that challenges the anthropocentric view of fashion, and opens up new ways of seeing garments—not as passive objects, but as subtle protagonists in our daily environments.
This shift resonates strongly with post-pandemic emotional sensibilities. According to Mintel’s 2023 report, 63% of consumers now prioritise the emotional value of objects over pure functionality—indicating a cultural turn toward intimacy, sentiment, and material presence.
How can we give voice to clothing beyond the human gaze—without relying on models, styling, or fashion tropes?
Insight
Clothing surrounds us even when we’re not paying attention. A coat hanging by the door. A sweater slumped on the couch. These familiar forms are usually ignored until needed, yet they carry traces of our movements, moods, and memories.
Fashion usually focuses on visibility—how clothing looks on a person, in motion, under spotlight. But what if we flipped that? What if we imagined how clothes might behave, feel, or exist when no one’s watching?
In the quiet of a room, in the stillness of night, perhaps garments have lives of their own.
Idea
The campaign employs a blend of stop-motion and live-action footage to reveal a world where garments, once left alone at home, no longer need to suppress their vitality. Freed from the human gaze, they emerge from their resting places—moving, shifting, existing on their own terms.
By abandoning models and styling, this approach aligns with the de-anthropocentric visual experiments of avant-garde brands like Dries Van Noten, and offers a radical reimagining of fashion beyond the body. It challenges conventional fashion narratives and presents a subversive, ontology-driven perspective—where clothing is not worn, but alive.