You ever see a fashion campaign that feels like it was made for you; playful, powerful, sustainably sound and then you walk into the store and… it’s giving corporate hangover? The mannequins are stiff, the lighting’s flat, and the sustainable collection is tucked in the back like it’s being punished. Been there. And honestly, it’s not just disappointing, it’s a missed opportunity.
Right now, we’re in an era where brands are getting so good at the first impression. The teaser videos. The bold copy. The dreamy behind-the-scenes shots showing scraps being reborn into something beautiful. We’ve seen Coach do it with Coachtopia. Chanel’s Nevold drop had us all gasping. These launches are built for virality. But the follow-through? That’s where things start to fumble.
It’s like inviting us to the party with neon invites and a DJ set, then opening the door and serving warm squash and a folding chair.
Let’s be real: Gen Z isn’t just looking for products, they’re looking for an experience. 67% of us say in-store aesthetics and storytelling impact our purchasing decisions. And when it comes to sustainable fashion, that experience matters even more. Why? Because circularity is complex. And if you’ve spent thousands on a campaign explaining your garment’s “previous life” and regenerative roots, then hang it under a flickering halogen bulb with a tag that says “eco-friendly,” you’ve lost the plot.
The disconnect between campaign and in-store experience isn’t just about visuals, it’s about trust. Gen Z consumers are hyper-aware of greenwashing, and we’re not afraid to call it out. When your marketing screams innovation but your retail space whispers afterthought, it doesn’t land. It makes us question the intent behind the sustainability claims.
But here’s the thing, I don’t think brands are doing this on purpose. Most of the time, it’s not malice. It’s legacy logistics. Visual merchandising teams and marketing departments are still siloed. Sustainable collections are seen as side projects, not integrated brand pillars. And creative direction often ends at the ad campaign, not the till point.
So how do we fix it?
Start by building visual merchandising into your sustainability strategy from day one. If your campaign is about joyfully reimagining waste, that needs to show up physically in the space. Use secondhand mannequins. Build plinths from repurposed materials. Let your point-of-sale tags tell stories, not just tick boxes. Make it tactile, immersive, alive.
Bring your customers into the process. Host in-store workshops. Show before-and-after images of upcycled garments. Offer QR codes that link to digital repair tutorials. These aren’t gimmicks, they’re culture. And more importantly, they’re how trust is built in 2025.
UK creatives, especially small brands, actually have an advantage here. You don’t have to reverse-engineer a massive visual merchandising department. You get to design holistically from the jump. From your pop-up display to your Shopify layout, everything can tell a consistent story. You can be agile. You can be creative. And you can build brand trust in a way big legacy houses are still figuring out.
So no shade to the brands getting it halfway right, we see the effort. But now’s the moment to finish the sentence. You’ve got our attention. Don’t let it fizzle under bad lighting and beige rails. Make sustainability feel as alive in-store as it does on screen.
Because Gen Z isn’t just watching. We’re walking in.