Introduce Opera to a New Audience conducted research into opera and found that young people didn't attend opera in part because they didn't know enough about it, and they thought the stories would be irrelevant to them. As such, we decided to find a solution to both of these barriers by bringing opera to fashion, to tell part of the story so the wearer could find out a bit more. 

The clothes label inside the t-shirt provides a synopsis to the opera and a QR code so the wearer has the option to hear the section of opera it relates to. 

We didn't intend for this method to relate directly to more opera ticket sales, but rather just to put it on the radar of 18-24 year olds, so that they would consider it. 
Back to Top