COS – The Sens(able) Project
Entry for The Drum's Chip Shop Awards 2017*
COS wants to make it accessible for the blind to pick their own clothes – Through governmental, societal, and technological advancements, the blind are able to live life nearly entirely unassisted. Yet the world of fashion has done surprisingly little to bridge the gap between the sighted and the visually impaired. COS is a fashion brand for women and men who want modern, functional, considered design. And now, for the first time in the world of fashion, these ethos will not be solely limited to the sighted.

Solution:  A totally “bilingual” approach to communication, both in store and out of home. All communication will feature braille copy which translates each piece of clothing into a multi-sensory description that draws references from the consumer's sense of taste, touch, smell, and hearing. Sighted communication will include blind models. Clothing will be optimised for visually impaired wearers. 
The Campaign
Primarily targeting those who assist a blind friend with their shopping.
The Sens(able) Description  "Olivia stands in infinite space. Her neatly combed hair rests upon her ears like a crown before gently flowing behind her back. She is blind. Her top is neat, composed of clean, crisp lines. The blouse is made from pure cotton. It’s soft like your favourite childhood toy. But make no mistake, this isn’t one for the nursery. With a narrow, pointed collar, long cuffed sleeves and hidden front buttons, this is business. Now if your business is managing an office of twenty or taking an afternoon stroll in the park, that’s entirely up to you. But rest assured you’ll look smart while doing either."

The In-Store Experience
The Sens(able) Description  "SLIMFIT TROUSER WITH ANKLE ZIP  These might as well be called “I wish I could pull those off”. That’s all you’ll be hearing from the moment you put them on. They’re a perfect July day wrapped around your thighs. Relentlessly Radiant. A flawless blend of pop and punk. The 80’s in stretchy, cotton twill form. As in Two Thousand & Eighty. Yet with a simple back pocket and a fitted, time bending cut, you’ll feel equal parts coconut water and champagne."

* This project was NOT published for COS, and was created for The Drum's Chip Shop Awards only.
* All photos of models are modified versions of official COS content taken from the brand's website – www.cosstores.com
CREDITS
Creative Direction: Michel Sfeir / Tres Colacion
Designer: Michel Sfeir
Copywriter: Tres Colacion
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