School: mads international



Leather is a status symbol. Brands willingly use it for manufacturing their new collections. Leather is “a must-have” in every wardrobe. Because of that, over 100 billion animals are killed each year.

We are going to turn the tables. We’ll prove that leather alternatives can be prestigious and iconic, too. We’ve invited Kim Kardashian, a fashion icon and leather lover, to make a handbag out of her own skin!

The leather for SKIN BAG was grown from Kim’s own cells using a cutting-edge tech called Modern Meadow. The unique handbag was put up for auction. Proceedings went to PETA, to be used towards popularizing alternative leather production techniques in the fashion industry, in order to prevent animal deaths for the sake of fashion.

The resulting media storm motivated people to wear faux leather and caused brands to consider switching to leather alternatives for their future collections.

With our idea, we want to say – death is not in this season.

This student campaign titled 'SKIN BAG' was published on May 22, 2023. It was created for the brand: PETA, by ad school: mads international. This Experiential and Integrated media campaign is related to the Fashion, Media, and Public Interest industries and contains 1 media asset. It was submitted about 1 year ago by Popova: Sveta.


School: mads international, Limassol, Cyprus
Copywriter: Svetlana Popova, Kseniia Zavodova, Nikita Savchenko, Yulia Alekseeva, Alexandr Gorkopenko
Film Director: Nikita Serebrennikov
Tutor: Sasha Orekhov


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