Rather than running traditional ads, we redesigned and reframed the fashion retailer’s shopping bag as the brand’s primary cultural artifact—distributed, discovered, and performed in public space. Bags were left deliberately on shopping streets and on cars, rewarding anyone who brought the bag into the store. During Fashion Week, models wearing the bags over their heads appeared around key events, while an entertaining book celebrating the bag was distributed to influencers and press. By shifting focus from media to participation, the work generated buzz within the fashion community, earned worldwide press, and increased store traffic by 500%.