Facebook App Shames Users Into Donating Clothing By Resurfacing Old Photos

Facebook App Shames Users Into Donating Clothing By Resurfacing Old Photos

Swedish ad agency launches a new app to help users choose what to give away through tagging out of date clothing.

Laura Feinstein
  • 30 january 2013

Remember that opening scene of Clueless, when our fashionable protagonist Cher Horowitz (played delightfully by a young Alicia Silverstone) is using her computerized closet to choose an outfit? Well, what if that program was tweaked just so, and it actually told you when something you own would (or should) never be worn again? And what if instead of being a computer program, it was actually a Facebook app?

The idea of our closet being a veritable hanger-forest of unwanted clothing is the idea behind DDB Stockholm‘s latest project. As part of their campaign for homeless charity Stockholm Stadmission (Stockholm City Mission), the agency is encouraging people to bring these items from their wardrobe to the city’s secondhand stores via a Facebook app where you can sort through years of tagged photos, identifying trendy clothes that have gone out of style. After looking through almost a decade of pics, users can tag unwanted garments, both on theirs and someone else’s page, with “You’ll never wear that again.” Like Pinterest, users can then share their collages of tagging clothes, and invite (or rather, shame) friends into donating their unwanted items. Once tagged, the app then lets users know where they can give away their tacky, ugly, or otherwise unappealing wares.

Going beyond just the digital, the campaign also includes print posters, and direct mail, with even some local celebrities donating postcards of themselves wearing out-of-date clothing as encouragement.

The only catch: While the idea behind this app seems great, the only drawback is that while you’re trying to do good, you may find yourself in an embarrassing situation. In order to log into the app, in typical Facebook fashion you may find yourself having to waive your privacy rights and allow “This app..[to] post on your behalf, including status updates, photos, and more.”

While many users may not having anything to hide, those of us who embraced the neon trend of a few years back a little too intensely may not be up for having those images resurface on our newsfeeds. However, those whose desire to give trumps their fear of sartorial mortification are more than encouraged to give this app a spin.

You’ll Never Wear That Again

+Ad Campaign
+fashion / apparel

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