The fashion industry relies on “followers” – people who follow trends, influencers and other people’s opinion not only when it comes to their style, but their identity as well. That’s why when Fashion Days – the biggest online retailer in Bulgaria – needed a new platform, we decided to send the exact opposite message: follow yourself.

The TV manifesto, visuals, radio ad and all other channels reinforced the sentiment that you have to follow your own style, whether it’s “hipster” or “age appropriate”, whether people understand it or not. Because the only person worth following for you is yourself.

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