Modedyr

Fashion celebrates the colours and patterns of wild animals, yet the industry threatens the very habitats they depend on. Young audiences embrace both fast-moving trends and secondhand fashion, using clothing to express their individuality. WWF’s challenge was to make wildlife conservation relevant to this passion for personal style – inspiring young people to protect the animals behind the prints without asking them to turn away from fashion.

MODEDYR brought WWF into fashion with a creator-designed animal-print collection and one rule: nothing new. Creators transformed secondhand materials into unique outfits, sharing the process with their communities to inspire style without buying new. Launched during Copenhagen Fashion Week AW25, the collection was showcased through an exhibition, fashion photography and OOH featuring the creators. The outfits were then sold on Tise, with profits supporting WWF’s wildlife conservation – turning a passion for animal prints into support for the animals behind them.

The campaign generated more than 450 newsletter sign-ups for WWF. Organic in-feed engagement reached 20.79%, over 18 percentage points above previous benchmarks, while 93% of comments on creator Reels were positive, with none negative. By connecting wildlife conservation with personal style, MODEDYR gave young audiences a relevant reason to engage with WWF.