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Swedish ad agency launches a new app to help users choose what to give away through tagging out of date clothing.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