Over the previous yr, ladies throughout TikTok and Instagram have embraced hashtags akin to #BuryMeInThis – a viral expression of final obsession, the place customers identify the look they might wish to be remembered in. What started as playful, dramatic content material shortly advanced right into a cultural sign: a brand new technology of girls declaring that they don’t seem to be dressing for events – they’re the event.
LUX recognised the deeper which means behind the development and partnered with authorized specialists to present it permanence. #LUXMyWill permits ladies to show a fleeting social publish right into a formally recognised private fashion want – one that may be witnessed, documented and preserved.
The initiative invitations ladies to declare their chosen look on digicam and tag somebody they belief to honour it. Authorized specialists labored alongside the model to outline what offers such a declaration standing, and to create easy, accessible content material explaining the method. Chosen individuals additionally acquired a LUX My Will field, designed to protect their chosen outfit alongside their recorded declaration.
“Magnificence has all the time been a robust type of self-expression. As we speak, ladies are taking that additional – not ready for events, however turning into them,” mentioned Judy Zu, World Model Director, LUX. “This development confirmed us that when a lady chooses how she needs to be remembered, it’s not frivolous – it’s a press release of id. We wished to present that assertion the popularity it deserves.”
The motion constructed organically. Creators who had beforehand posted beneath #BuryMeInThis revisited their content material to make it official, tagging mates who, in flip, created declarations of their very own. Every tag grew to become a brand new participant. Every declaration, a witnessed second. Every video, a everlasting expression of non-public fashion.
By this chain of participation, #LUXMyWill expanded quickly – creator by creator, tag by tag – turning particular person expressions of glamour right into a collective cultural motion.
At its core, #LUXMyWill reinforces LUX’s enduring perception: magnificence is not only one thing you put on for a second. It’s one thing you embody, outline, and go away behind – as a result of you’re the event.
Hashtag: #LUXMyWill ##BuryMeInThis
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About LUX
LUX has been celebrating magnificence and femininity since 1925. We stand for magnificence that doesn’t mix in: daring, sassy and maximalist. We’ll proceed to assist efforts that assist ladies specific their Major Character Magnificence.
About VML
VML is a number one inventive firm that mixes model expertise, buyer expertise, and commerce, to create related manufacturers that drive development. The company is a number one international advertising and programs integration companion, specializing in creating modern options for enterprise transformation. VML is well known for its award-winning work with blue chip shopper companions together with AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Firm, and Wendy’s. The company is acknowledged by the Forrester Wave™ Reviews, which identify WPP a “Chief” in Commerce Companies, World Digital Expertise Companies, World Advertising and marketing Companies and, most not too long ago, Advertising and marketing Measurement & Optimization. VML’s international community is powered by 28,000 gifted folks throughout 60-plus markets, with principal workplaces in Kansas Metropolis, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.
