WEEK TWENTY FIVE

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There has been an increase in the expectations of brand purpose and brands speaking out about a certain view or standpoint. This was shown in Pepsi, using Kendall Jenner in 2017 to portray a sense of peace around a Black Lives Matter movement. This ended in great backlash on the company and people were not happy with this advert. At Arabella, we take a stand on Recycling and Sustainable Fashion, this is a less controversial issue and seems to work well for us. We show this in our Pre-Loved collection and the packaging of our orders and parcels. 

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