PRÓ-SANGUE São Paulo × FORÇA × KeyDesign
In Brazil, less than 2% of the population donates blood — far below what's needed. The result? Thousands of blood bags stay empty, unused, and discarded. So we turned that tragedy into a protest.
We partnered with KeyDesign, the jewelry brand of actor Caio Castro, to create BLOOD BAG — a fashion bag made from real blood bags that never fulfilled their purpose. If they couldn’t carry blood, they’d carry a message. The pieces hit the runway at SP Fashion Week 2023, in collaboration with the brand FORÇA, and turned heads with one question: How many lives could’ve been saved if these bags were filled?
BLOOD BAG transformed medical waste into fashion activism — a bold statement against indifference. A protest you wear. A call for blood that runs deeper than style.
ROLE: cW/Conceptor With Lucas HUSNI | CD: BRUZZA
