The Uniform Project was launched in January 2009 by Sheena Matheiken as a way to raise money for the Akanksha Foundation. The idea is to wear the same black dress for 365 days but to use
different accessories each day to make the outfit unique. A quirky idea, perhaps not original, as stated in the NY Times, but still, quirky enough to receive attention.
I think it’s very well executed: Ms. Matheiken takes every day’s outfit seriously and manages to get 30-60 responses daily. I also like the modesty of this endeavor – there’s no big corporate sponsor behind this. It’s one person doing what they can for a cause they believe in.
Ms. Matheiken has managed to raise over $5,400 for her cause, which is admirable. People have also donated accessories of their own creation to create new outfits and are in turn granted a link to their Etsy store, which is a nice touch.
A great conversation is going on between Ms. Mathkeiken, her fashionista audience and her accessory-creating fans. This is a great grassroots effort that proves yet again that not all social media campaigns need to make a huge splash to be successful. All you need is a well thought-out plan and flawless execution.