Copywriter:
Jakob Hjulström
Jakob Hjulström
Art Director:
Filip Xu
Elin Modig
Filip Xu
Elin Modig
Painful Pop Up (PETA)
Fashion is a $1.5 trillion industry, but it is also a breeding ground for slaughter, murder, torture, and senseless cruelty. Even the most fashionable garments are products of an innocent animal being murdered. However, when the cash register rings, our thoughts dissipate. Money seems to absolve us from accountability and shifts the blame onto the manufacturer, making us less willing to take responsibility. That's why we created the "Painful Popup," an experiential fashion store where money can't numb your conscience. Enabled through a multi-sensory horror experience called the "Peta Painscape," it is the first store where you pay with actual pain and experience a fraction of the terror necessary to create your garment. So, what's your budget?
