LUX asks Singapore’s fashion crowd to dress for the ultimate exit

Beauty brand LUX has taken the internet's fascination with the "final fit" to Orchard Road Fashion Week, putting Singapore's fashion crowd on the spot with a question about what they would wear for their final farewell.

As part of its ongoing #LUXMyWill campaign, the brand approached attendees at Singapore's first Orchard Road Fashion Week with the question: "Would you be caught dead in this? And I mean, literally."

The activation builds on the #BuryMeInThis social media trend, which has seen users share the outfits and beauty looks they would choose to be buried in. LUX used the fashion event to take the conversation offline, asking attendees to consider whether their look for the night was also one they would want to be remembered in.

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Responses from attendees ranged from playful to personal, with some embracing the idea of being buried in their Fashion Week looks and others reflecting on outfits with sentimental meaning or looks they had already envisioned for their final farewell.

Beyond social content, the campaign provides participants with guidance from legal specialists on formally documenting their preferred "final fit" and beauty look.

According to LUX, the campaign's first digital wave involved 22 creators and generated 2.5 million views and 106,000 engagements, with an average engagement rate of 4.24%.

The brand also said it has recorded an uplift of more than five million in conversations around #BuryMeInThis since the campaign launched. Its initial campaign video reached 373,000 people within three days and generated 36,000 engagements, translating to an engagement rate of 9.6%.

The campaign sits under LUX's "Main character beauty" positioning, which centres on beauty as a form of self-expression and encourages women to take greater ownership of how they present themselves.

By tapping into #BuryMeInThis, LUX is extending that positioning from how consumers choose to show up in the present to how they would ultimately want to be remembered.

“Beauty has always been a powerful form of self-expression. Today, women are taking that further – not waiting for occasions, but becoming them,” said Judy Zu, global brand director, LUX.

She added, “This trend showed us that when a woman chooses how she wants to be remembered, it’s not frivolous – it’s a statement of identity. We wanted to give that statement the recognition it deserves.”

The LUX activation comes as fashion is increasingly being used as a creative vehicle to explore more difficult conversations around mortality and how people approach the subject. Most recently, Samaritans of Singapore (SOS) partnered with creative agency Sweatshop and three Temasek Polytechnic fashion design graduates on "Courage couture", a public awareness initiative that used avant-garde fashion to open up conversations around suicide prevention.

The campaign posed an intentionally impossible brief: what if designers had to create a garment that could prevent suicide? Rather than attempting to offer a literal solution, the designers explored themes of protection, courage and hope through four couture pieces titled "Grounded", "FAILSAFE", "Sanctuary of Mercy" and "The Vespertine Vessel".

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