APLACE – Always-on, Editorial

Swedish fashion retailer APLACE has, since its beginning in 2005, been at the forefront of local, independent and progressive fashion. As Content Editor, my role was to carry this legacy forward—staying attuned to the zeitgeist and creating customer-focused content. One of my key projects involved co-creating the concept APLACE x Mushy Laundry Service, a PR activation that gained traction in both industry media and among customers. The concept invited customers to bring in old bed linens to their nearest APLACE store, where they were given a new life through dip-dye treatment by the artist collective Mushy.