THIS PROJECT STUDIES THE TRANSITION TOWARDS “PHYGITAL” EXPERIENCES IN THE FASHION INDUSTRY, FOCUSING ALSO ON THE CRITICAL NEED TO ADOPT SUSTAINABLE PRODUCTION PRACTICES. THROUGH QUALITATIVE ANALYSIS, IT INVESTIGATES HOW THE INTEGRATION OF THE PHYSICAL AND DIGITAL WORLDS CAN ENRICH THE INTERACTION BETWEEN CONSUMERS AND BRANDS, AS WELL AS PROMOTE A COMMITMENT TO SUSTAINABILITY. THE STUDY CULMINATES IN THE DESIGN OF AN INNOVATIVE CAMPAIGN THAT USES 100 METERS OF SURPLUS FABRIC TO CREATE A PLATFORM WHERE USERS CAN EXERCISE THEIR CREATIVITY AND CO-CREATE A COLLECTION OF UNIQUE PIECES WITH THE BRAND. THE RESULTS CONFIRM THE EVOLUTION TOWARDS SYSTEMS THAT NOT ONLY ATTRACT CONSUMERS TO THE BRAND BUT ALSO PROMOTE A SENSE OF BELONGING AND SUSTAINABILITY VALUES, ESTABLISHING AN ACTIVE AND COMMITTED COMMUNITY AROUND THESE PRACTICES. THIS APPROACH NOT ONLY BROADENS THE BRAND’S PERCEPTION BUT ALSO ESTABLISHES A REPLICABLE MODEL FOR OTHER ENTITIES INTERESTED IN INTEGRATING SUSTAINABILITY AND CO-CREATION INTO THEIR MARKET STRATEGY.