Parents, teachers, and students, how do you feel about school uniforms? Supporters say this way of dressing could prevent bullying, encourages kids to focus on their lessons rather than the way they dress, or that uniforms help reduce socioeconomic disparities. On the other hand, the opponents argue that a strict school dress code has no positive effect on behavior and academic achievement, promotes conformity over individuality, and limits pupils’ freedom of expression.

The list is long, but the latter argument is what inspired lingerie brand Wacoal Thailand to unite forces with fashion brand Post-Thesis to launch a collection that, somehow, allows Thai girls to break the school dress rules yet still comply with them. This might be confusing for some but let us give you a bit of context: In Thailand, students — from kindergarten all the way to university — can’t replace their uniforms with clothes they like when attending classes. Actually, the pupils who violate the dress code can be punished by teachers, which translates to putting limits when it comes to self-expression. So, how can one help students still express themselves without suffering consequences?

Enter the “Ready-To-Go Uniforms” collection, developed with the creative support of Wunderman Thompson Thailand, that invites Thai girls to dress to impress both their teachers, while at school, and themselves, once the school bell announces the end of classes. During this week’s #ThrowBrandThursday, we are reminding our readers about the campaign that not only had tremendous success in terms of sales but which also got Thai teens to rethink uniforms.

The initiative was launched to mark the brand’s “Go Girls” bra collection. Yet, Wacoal didn’t want to just promote a piece of lingerie; it wanted to share its belief that girls shouldn’t be constrained when wanting to express their stylistic identity and imagination. Having Wacoal as a trustful supporter they can rely on, these students can manifest their creativity as they want and still not get in trouble.

Working closely with Thai fashion designer Tin Tunsopon, the brand’s strategy was to communicate with these girls without making teachers suspicious about this “rebellious” act. The Bangkok-based agency identified a place that’s popular among teens but unfamiliar to teachers to spread the idea: the Animal Crossing game. The collection became viral on Twitter overnight.

So why all the buzz around these uniforms? Well, they express both discipline and rebellion at the same time, you just have to look closely: The collection has four different designs, each developed to conform to the schools’ dress codes. What makes the collection an innovative one is that each of these designs can easily transform into outfits that are in line with the students’ after-school lifestyles.

“Wacoal’s way of working is to always welcome the new. This collaboration with Post-Thesis is not only relevant to our young consumers, it also aligns with our objective to deliver innovation,” explains Supranee Auiyasathian, Digital Marketing & Channel Manager, Wacoal Thailand.

“As a designer, my inspiration was to create a uniform that could bend the rules. I like how this has stirred conversations and raised questions upon uniforms, rules, and traditional values, whether they are still relevant to modern lifestyles or not,” continues Tunsopon, Founder and Creative Director, Post-Thesis.

Park Wannasiri, Executive Creative Director, Wunderman Thompson Thailand, concludes: “We didn’t want to do just an ad, but to create something that really showed the brand’s POV and understanding of their target audience. By fighting conformity in school, Wacoal aligns with girls on something that’s very close to their hearts.”

Aimed at empowering girls to express themselves and follow their way, the collection “spread like wildfire from school to school.” Besides gaining USD 5.3 million PR value, with the brand announcing a 174% increase in bra sales during the first month of launch, the campaign led to a social debate, with Thai students across the country questioning the role and rules of the uniform.

Credits:

Client: Wacoal Thailand

Agency: Wunderman Thompson Thailand