“The Scale” is an app designed for women, by a woman, that will rate clothing by certain criteria. That criteria being: cost, relatability, authenticity, sustainability, and inclusivity. A print campaign will also coexist with the app, serving as an introduction to the brand.
Authenticity is a difficult thing to find in the present day, especially if you shop online. Many people look to their friends, family and coworkers for opinions on brands that may not always reflect what you want or need from clothing. Online reviews tend to be chaotic and dishonest, not presenting the pros and cons in a clear enough manner.
When it comes to buying clothing, authentic and reliable purchases should be the norm.