ba&sh
CSR Platform Launch “Blossom”
Industry
Fashion
Scope
Strategic Lead · CSR identity & platform . Campaign Orchestration · Production Supervision · Paid & Social Media · Content
Context
In 2021, ba&sh was ready to take a bold public stance on sustainability. But like many in the fashion industry, they feared falling into the trap of greenwashing. Their CSR initiatives were real, embedded in sourcing, packaging, supply chain transformation, but poorly known by the public.
They needed a brand platform that would unify all their CSR actions, inspire their community, and reflect the ba&sh spirit: optimistic, elegant, and never sanctimonious.
My Role
As Strategic Lead at Mazarine, I oversaw the full transformation of ba&sh’s CSR discourse, from internal positioning to external storytelling, content production and campaign launch.
I worked hand-in-hand with the CSR director, brand founders, marketing, and creative teams to deliver a 360° approach.
What I Did
Strategic Platform
CSR Platform & Message House
Led multi-department workshops to distill CSR goals into 3 pillars: Sustainably. Respectfully. With Heart.
Co-wrote the CSR manifesto and brand vision/mission statements
Structured the editorial narrative into key messages, proof points, and campaign-ready content streams
Translated operational ambitions into audience-facing storytelling across site, social, press and product
Naming & Identity
Created the platform name: "Blossom, Growing Together for Good", evoking growth, femininity and long-term commitment
Defined the visual language, logo concept and editorial tone for all communications
How I delivered it
Communications
Content Design & Web Adaptation
Developed a dedicated CSR section for the website, articulating clear commitments, KPIs, and product proof-points
Wrote and adapted UX content to ensure clarity, emotional connection and legitimacy
Integrated second-hand and rental programs under the Blossom ecosystem, making the strategy tangible
Campaign Teaser & Launch
Developed the red-thread campaign: "We didn’t wait to take a stand. We just waited to tell you about it."
Created a 15-post teaser campaign with 9 stories, based on real initiatives (organic cotton, LWG leather, recycled silver, etc.)
Produced a Hero Film and 4 pillar videos to launch the Blossom platform on Earth Day
Delivered a ready-to-deploy content kit for all social and owned media platforms
“ we did not wait to take a stand we just waited to tell you about it ”
“ we did not wait to take a stand we just waited to tell you about it ”
Results
This wasn’t another “eco capsule.”
It was the birth of a new brand layer, turning values into community-building, turning climate action into fashion culture, and turning authenticity into competitive advantage.
I didn’t just help ba&sh say something. I helped them stand for something.
+50K views on launch videos
+16K interactions in teaser phase
CSR landing page integration improved product transparency perception and CSR brand lift (internal brand tracking)
Enabled ba&sh to position as an authentic purpose-driven brand in a saturated market