Beauty brand LUX staged a red carpet activation at Singapore’s first Orchard Road Fashion Week, asking attendees what their “final fit” would say about their identity and legacy.
The activation, called #LUXMyWill, put attendees on the spot with the question “Would you be caught dead in this?” It builds on #BuryMeInThis, a social media trend in which people style and share the look they would choose for their final farewell.
The wider #LUXMyWill campaign’s first digital wave featured 22 creators, generating 2.5 million views and 106,000 engagements, with an average engagement rate of 4.24%. According to LUX, the campaign has also generated a 5 million-plus uplift in conversation around #BuryMeInThis since launch. The campaign’s initial brand video reached 373,000 people in three days, generating 36,000 engagements and a 9.6% engagement rate.
The #LUXMyWill campaign encourages women to take ownership of how they wish to be remembered. Beyond a social media post, the campaign invites participants to document their “final fit” and beauty look with step-by-step guidance from legal specialists.
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“Beauty has always been a powerful form of self-expression. Today, women are taking that further – not waiting for occasions, but becoming them,” said Judy Zu, Global Brand Director, LUX.
“This trend showed us that when a woman chooses how she wants to be remembered, it’s not frivolous – it’s a statement of identity. We wanted to give that statement the recognition it deserves.”
At the event, attendees were asked whether they would be buried in their outfits. According to the release, one attendee said, “For sure! Get me the casket.” Another said she would be buried in an outfit “created by my friends and family,” while a third said she already has her final look waiting at home: “I actually have a final day outfit already, sitting at home in a dust bag labelled ‘when I die’. It’s a beautiful Lolito dress I’ve dreamed of my whole life.”
Credits
Client: LUX
Agency: VML Singapore
