Context

Despite rapid growth, refurbished technology still lacked cultural cachet. Younger audiences in particular saw it as practical but uninspiring. Back Market needed to reach Gen Z by entering spaces where cultural meaning is made — fashion, art, and nostalgia — and attach creativity to circularity.

The approach

We partnered with Montreal-based multidisciplinary artist Gab Bois to launch the F/W 2005: Hardwear capsule collection — a first-of-its-kind collaboration reimagining luxury through refurbished technology.

• Transformed discarded devices into fully functional, meticulously crafted art pieces that blended early-2000s nostalgia with commentary on the catastrophic waste of the tech industry.

• Elevated the concept of “rebirth” by showcasing circularity not as compromise, but as high-concept design.

• Dedicated all proceeds to the Right to Repair movement (Digital Right to Repair Coalition in the US, Right to Repair Europe Coalition) — directly tying the creative to systemic change.

• Activated through influencer seeding (Julia Fox) and fashion/lifestyle press to maximize cultural cut-through.

Results

• $19M AVE press

• 7.68M reach; 3.07M impressions

• 10% influencer engagement rate — highest ever for Back Market

• Extensive coverage in Glossy, Vogue Business, Hypebeast, and sustainability press

• Advanced Back Market’s positioning as both a cultural brand and a leader in Right to Repair advocacy

My role

I led the overall strategy and co-led the full production process — from the capsule pieces themselves to the launch event and creative assets — ensuring the campaign balanced cultural buzz with Back Market’s mission.