The Bad Fabric campaign brings up disturbing images of a birth. The way the person's head breaks through the t-shirt may not be pretty, but it goes hand-in-hand with the campaign's tag line, "T-shirt for a new lifestyle." As though promoting a rebirth of sorts, the Bad Fabric campaign shows the moment of transformation.
Conceived and executed by DLVBBDO, an ad agency based in Milan, Italy, the Bad Fabric campaign was art directed by Matteo Pozzi with creative direction by Federico Pepe and Stefania Siani. Although the imagery might be dark, the promise of new beginnings and a brighter future thanks to a new style is implied. Not to mention that people will be more drawn to these portraits than more traditional ones.