—Bono Cultural

In 2019, Adolfo Domínguez –one of Spain’s most iconic fashion brands– was struggling. Famous for timeless, lasting and minimalistic designs, it seemed no match for the cheap, disposable garments of fast fashion empires like Zara and H&M. A business model that wasn’t just hurting our brand, but the entire planet; promoting unsustainable consumerism in which clothes rarely last more than a few months before going out of fashion.

Instead of giving into the trend, we doubled down on the brand’s philosophy, taking on the industry head-on and championing responsible consumerism in the context of Spanish fashion. Advocating for buying less clothes that will last longer. Telling our own customers to think before purchasing something they don’t need. And choosing as spokespeople the very opposite of the trendy influencers who champion fast fashion: Old people. A much neglected demographic which stands for everything we believe our industry is in need of: wisdom, common sense and timeless style.

—Where/What/When

Svalbard / Executive Creative Director / 2026

—Ropa Vieja /
Old Clothes

“Be More Old” was no one-off. Based on the core values of durability, timelessness and sustainability, it was meant to set the brand’s strategic approach for years to come.

And, in 2020, we did something to prove exactly that. The premise was simple: our new campaign featured models wearing clothes which were made up to 40 years ago. Garments donated by real clients who had kept and used them for decades, and which looked just as good as the latest collection by any other brand.

The copy simply stated how old each item was and invited the audience to do one thing: buy clothes that last longer than trends.

A straightforward idea which proved a stark contrast with the fashion industry as a whole, where short-lived trends are the rule. And a way to stir up the conversation about consumerism and sustainability at a time when it’s more pressing than ever.