People like to feel comfortable. We want to push people to their boundaries and make them think about topics they would usually avoid, in this case, how self-perception intersects with fashion. The feeling of vulnerability and uncomfortability is often felt but never discussed in length, presenting Ottolinger the opportunity to take on the challenge of starting this uncomfortable conversation.

The focus of our campaign is on the consumer and the way they perceive themselves. The plurality of “identities” refers to the multiple perceptions one may have depending on the time and place, offering multiplicity to the concept.