As a follow-up to the Second Life Toys campaign, which gave new limbs to broken plush toys, the Second Life Fashion campaign has been launched with a focus on the same theme, but for garments.
On top of spotlighting the many ways in which new life can be breathed into damaged products that seem irreparable, these campaigns ultimately aim to bring awareness to the importance of organ donation. With Second Life Fashion, people are able to come together to create garments that are uniquely revived with new patches, sleeves and panels. After a garment has been repaired for free, it is freshly tagged to say: "My Heart is With Second Life Fashion."
Japan in particular has an extremely low transplant rate, but this campaign shows how an organ transplant can create a beautiful new life for someone.