Djerf Avenue × Modibodi - Redefining Modern Femininity
Role: Concept Developer · Campaign Concept · Visual Communication
Tools: Illustrator · InDesign · Photoshop · Figma
Periods are still surrounded by stigma and unsustainable practices. The average woman disposes of over 11,000 sanitary products in her lifetime - most of which contain non-recyclable plastics that pollute oceans and landfills. At the same time, conventional products often expose women to toxic materials and reinforce a culture of silence and discomfort around menstruation.
What I Did.
The Challenge
The challenge was to reimagine period care as something natural, empowering, and sustainable. Through a conceptual collaboration between Djerf Avenue - known for its effortless, confident aesthetic - and Modibodi, a pioneer in leak-proof apparel, the project set out to merge fashion and functionality into a shared mission:
- To normalize periods, celebrate the female body, and reduce environmental waste through thoughtful design.
The Approach
Following the Design Thinking Process, I approached the project as both a design and cultural communication challenge, structured into iterative phases of research, ideation, and prototyping.
Empathize & Define:
I began by researching the environmental and psychological impact of current menstrual product systems. Insights revealed two key issues:
The unsustainable nature of disposable period products.
The ongoing social stigma that positions menstruation as something to conceal.
To address these, I analyzed both brands’ core values:
Djerf Avenue - timeless design, confidence, inclusivity, and self-expression.
Modibodi - innovation, comfort, and sustainability.
The overlap formed the foundation for the collaboration: empowered femininity rooted in care - for oneself and for the planet.
Ideate & Plan:
Visually, the concept merges Djerf Avenue’s Scandinavian minimalism with Modibodi’s functional confidence. I explored moodboards and early sketches inspired by organic forms, soft neutrals, and intimate textures, symbolizing comfort and body positivity.
The campaign tone was set to be open, supportive, and empowering - a visual language that reframed period care from taboo to lifestyle.
Communication & Launch Concept
The idea behind the campaign is simple - it should not be differentiated from the way Djerf Avenue markets their other products, or the most reminiscent - the swimwear line. The way women's sanitation products are marketed by companies like Always & Libresse is most often associated with words like “discreet” and “hidden” - implying that it is something women should hide; or in other words, be ashamed of.
By making a campaign with fashion-like-campaign images, we will remarket and try to destigmatize periods and sanitation products.
The campaign itself will consist of pictures of women in all sizes and colors, indicating inclusiveness - which is already a part of both Djerf and Modibody’s current marketing strategies. Some of the content will have informative wording, such as: “It's time to rethink reusables”, “made in Europe”, “ or “All day comfort” - so that when scrolling through our feed, the vision should be clear and easy to decode.
Solution
The Djerf Avenue × Modibodi collaboration reframes period products as part of a sustainable lifestyle - where function meets design, and confidence replaces stigma.
By merging Djerf Avenue’s aesthetic clarity with Modibodi’s innovative purpose, the project highlights how design can influence cultural change. It shows how thoughtful branding can normalize taboo topics while advancing sustainable practices.
The result is a cohesive, purpose-driven collaboration that:
Bridges fashion, function, and sustainability.
Uses design as a tool for empowerment and advocacy.
Encourages women to feel comfortable, confident, and seen - without compromise.
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