In December 2021, Liberty Society collaborated with Love & Flair in a campaign that aims to promote sustainability in the fashion industry, upcycling waste fabrics into scrunchies to raise awareness of a more conscious fashion.
With our shared mission to empower women in Indonesia, we aim to redefine what it means to be a role model who lives out a sustainable lifestyle, caring for the world. To celebrate the season of giving, we produced 1000 scrunchies as free Christmas gifts for every purchase with Love & Flair. As women wear their hair up, we hoped these scrunchies served as a fashion statement to empower all women in the community.
Love & Flair gathered profits from all purchases, reinvesting them back to Liberty Society’s “House of Freedom” to help women who have been oppressed by the fear of sexual violence and stuck in cycles of poverty.
To fight for gender equality in Indonesia, we are eager to utilize our business platforms to lift women from feeling powerless in challenging circumstances and cultivate a community where everyone can thrive to chase their dreams.
Our joint campaign became a great opportunity to shape Liberty Society as a changemaker in women empowerment, giving women the power and freedom to express themselves through upcycled products while continuing to support makers' livelihood in House by Liberty.
Watch a behind-the-scenes IG reels to see how we created the upcycled scrunchies!
Want to make a sustainably impactful campaign with us?
Learn about our upcycling service
About Our Partner
Since 2017, Love & Flair’s mission has been to become a leading retailer in curating the industry’s home-grown fashion brands. Observing the trends in the fashion industry, co-founders Emily and Dwi realized how Indonesian fashion brands remain underrepresented in the market compared to dominating foreign brands. Love & Flair was created to provide a trendy beauty platform where local brands can flourish and give women creative freedom to express themselves through personalized styles.