How can engaging young consumers with different forms of interactive storytelling for self-exploration connect them with sustainable fashion brands?
Example: fashion brand Di Petsa. Dimitra Petsa hosts 2/3-hour workshops every full moon (around £50 to attend). She directly forms a bond with her consumers – which could be seen as a form of emotional branding – in a genuine and authentic way. She utilises her performance background to teach people to explore their own identities, sexuality and bodies through dress, whilst also telling her own story and the story of her brand. She is not only/directly selling a product, but a story and an opportunity for self-exploration.