TINY+FORCE All work

I put the industry
in front of a mirror.

EDGE Empower · Fashion

Concept and art direction ·
created agency-side, for EDGE Empower

(Client) EDGE Empower

(Asked for) Cut through to the fashion industry

(My part) Concept Art direction

Banner outside a fashion show: is your organization’s inclusivity a little dated? A woman holds a hand mirror showing an older man in a suit, while the queue waits along the street

(The brief)

Fashion sells diversity better
than it practises it.

EDGE Empower is an integrated SaaS platform for DE&I, bringing the latest technology, expert knowledge and independent certification into one solution. To reach the fashion industry, it needed to cut through, an industry that celebrates diversity on the surface, in ads, on catwalks, in culture, while its own boardrooms tell a different story.

(01 · The reframe)

The gap was the idea.

70%

of the fashion workforce is female

<25%

of executive roles are held by women

So instead of another message about diversity, I made that disconnect impossible to ignore, in a single image:

A woman holding a mirror,
and a man staring back.

(02 · Why it worked)

It said the thing the industry avoids about itself, and positioned EDGE as the partner to fix it, not the critic pointing it out.

One bold image, one bold truth, in fashion’s own editorial language, with real substance behind the style.