Gen-Z campaign refreshes the ‘dusty’ museum image and brings traditional attire into a new fashion era.

Vliering Studio, in collaboration with the Wereldmuseum Amsterdam, launches a groundbreaking outdoor advertising campaign, specifically

designed to reach and inspire the Gen-Z audience with traditional saris. The “SARI/STATEMENT” exhibition at the Wereldmuseum showcases over sixty innovative saris from top designers from India and globally, with a focus on sustainability and cultural identity. Featured pieces include celebrity-worn

designs and items made from recycled material. The Wereldmuseum has collaborated with the creative agency Vliering Studio from Amsterdam Noord,

known for its passion for textiles, to cast a fresh look on traditional attire, which is more than just museum pieces. Vliering Studio has challenged itself and

the museum to develop a campaign that appeals to the creative spirit of Gen-Z. This eccentric campaign interweaves tradition with modern fashion and

uses a collage of images to attract young people to the “SARI/STATEMENT” exhibition. The exhibition SARI/STATEMENT will be on display from April 12 to November 3, 2024, at the Wereldmuseum Amsterdam.

Client: Wereld Museum Amsterdam

Photography: Olivia Witmond

Styling: Josephine Herfst & Marcella Lobo

Art Direction: Vliering Studio

Concept: Vliering Studio