DRESS YOUR REAL YOU

With its “DRESS YOUR REAL YOU” campaign, SILK opposes to everyone who pretends to be different than he or she is, who makes choices for someone else or simply for likes. “ We celebrate genuine people, with genuine characters and genuine feelings. SILK therefore challenges everyone to show that authenticity.

Genuine people 
Genuine people return in the media campaign. A woman breastfeeding her daughter, a ballet dancer, an older woman getting ready for a date, to give just a few examples. Beautiful or not beautiful is not so relevant to us. We want to stick our necks out and show something else. There are enough brands that focus on influencers or come up with similar campaigns. We go for authenticity and genuine people. Powerful images that speak, no braver or more beautiful than it is. This is genuine.  
 
“Besides that we address a very hot topic in our society with ‘REAL’, comments Heidi. We almost live in a surreal world where social media and the use of filters suggest a kind of perfect life. When enjoying the moment and real life is almost an unthinkable goal, I think it is all the more important to teach young people that they can be themselves. With previous ‘For playful mind’ campaigns, SILK always aimed to inspire to choose your own unique path in life, to feel free and to wear whatever you want. We not only sell jewellery to make a profit, but also try to enrich the consumer with a free-spirited lifestyle. We consider the development on Instagram to stop showing likes as a very good development. It's about the content, the story, the people and not the amount of likes. ”