Case Study - Cultural Activation

Lufthansa - Rainbow Belts

Lufthansa’s seat belts, reimagined as bold pride-coloured fashion pieces, styled by influencers across Europe and shown at Fashion Weeks - turning a safety object into a visible symbol of welcome for LGBTQIA+ travelers.

Client - Lufthansa Role - Art Director - Lufthansa, Serviceplan Category - Cultural Activation

ASSET-RAINBOWBELTS-IMAGE-02 Supporting detail shot of the belt design or an influencer wearing it, portrait.

The challenge

82% of queer travelers report feeling unsafe while travelling. Lufthansa wanted to say something concrete about inclusion, not just post a rainbow logo for a month.

The idea

Take the one object every passenger touches on every flight - the seat belt - and turn it into a pride symbol worn on runways and streets, linking safety and belonging in a single image.

Eva’s contribution

[INFORMATION NEEDED: confirm Eva’s specific contribution - concept, styling direction, influencer/fashion-week coordination - for accurate attribution.]

Results & recognition

The activation generated 43.7M impressions and an 820% increase in reach on TikTok, with coverage in Vogue and Vanity Fair.

Publications

- Vogue
- Vanity Fair
- Engage

Full production credits available on request.

More work

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