Makeway TORONTO, JUNE 2021

BRAND COLLABORATION: MAKEWAY (retail space)

"Flowers For You" Community Activation

This collaboration successfully transformed Makeway's retail STORE FRONT space into a vibrant photography studio where art, identity, and community converged. In a powerful celebration of community and representation, Makeway partnered with photographer Zahra Siddiqui to create the "Flowers For You" activation - a two-day portrait experience that beautifully engaged their diverse customer base.

Over 70 participants from Makeway's community network - representing 2SLGBTQ+, BIPOC individuals, advocates, and allies - were invited to be photographed against stunning Pakistani textile backdrops that honored Siddiqui's cultural heritage. Each participant received a flower as a token of appreciation, creating an emotional connection that extended beyond the typical brand experience.

This activation brilliantly aligned with Makeway's core values as an all-women run sneaker and street apparel business dedicated to prioritizing Womxn. By creating space for authentic representation and celebration, Makeway demonstrated their commitment to the communities they serve while generating compelling visual content that resonated across social platforms.

The "Flowers For You" activation exemplifies how retail spaces can become cultural hubs that foster connection and belonging. Through this thoughtful collaboration, Makeway successfully deepened customer loyalty, expanded their community reach, and positioned themselves as a brand that genuinely supports diversity and inclusion beyond just marketing rhetoric.