As we built our year-long content calendar at Vogue, one idea kept breaking through: telling the stories of service roles impacted by fashion.

Be it a tailor, dry cleaner, retail stylist, or coat check attendant, we wanted to give these individuals a voice and hear their stories.

Free People saw the vision for product integration and loved the concept. So did the Clio Awards*.

It certainly didn’t hurt that Free People sold out of every single coat featured in the video within 48 hours of launch.