The SS23 campaign ‘IRL, it’s all just dreams, isn’t it?’ marks the first season of Plenty’s rebrand by Arithmetic. It follows a story of 4 artists journeying through a surreal world to come together and create. The direction is set on celebrating the joy of self-expression and creativity in all forms.

Strategic styling and an expression-focused storyline for this campaign highlighted the brand’s redefined values of creativity, self-expression and inclusivity. By tapping into these values and trend forecasting fashion: ballet core, grunge prep, Y2K grunge, and utility for individual outfits we focused this campaign on reaching a trend-conscious Gen Z audience, without alienating an integral millennial audience.