DONE! COMFORT ZONES DON’T MAKE ICONS

COMFORT ZONES DON’T MAKE ICONS

The OOH campaign on-air for Milan Design Week dedicated to the Rust drop: From Ocean’s Heart to your back

Milan, April 7, 2025 – DONE!, the lifestyle brand of backpacks and accessories, announces the launch of a new hue for the iconic East+West size M, the multifunctional backpack that has become an indispensable accessory of the brand. The new rust color expands DONE!’s color palette, designed for those seeking a versatile accessory with a strong impact. It is set to be the new trend for the season.

The East+West DONE! backpack blends modern design and versatility, perfectly adapting to daily life, from work to leisure. The new rust color, inspired by the warm hues of sunset and earthy tones, adds a touch of elegance without compromising the practicality that defines the brand.

A distinctive design that combines comfort and functionality. A transformative accessory with large internal pockets, adjustable and removable shoulder straps, a crossbody strap, and handles for different uses, as well as a padded laptop compartment. The East+West is the ideal lifestyle accessory for those who live in the city, always with an eye on trends and personal style.

The launch campaign for the rust-colored East+West backpack, airing during Milan Design Week with a large-format display in Via Larga, Milan, was created by the creative agency 282US, which has been with DONE! since its inception. Their synergy has produced unconventional and unexpected campaigns, true to the DNA of DONE!

From Ocean’s Heart to your back, where a mysterious mermaid with a rust-colored tail, symbolizing allure and magnetic attraction, lies in a bathtub, holding her rust-colored East+West backpack and seducing the observers, capturing their attention. Once again, DONE! surprises with a campaign that makes a bold impact both visually and in its message.

On April 7, coinciding with the start of Milan Design Week, a live parkour performance will take place right under the URBANVISION installation in Via Larga – at the corner of the University of Milan, the central and pulsating heart of the Milanese design event. Three parkour athletes will perform, creating a unique and engaging activation for the public.

The rust-colored East+West M backpack is available online at DONE!’s official website and at exclusive authorized retailers.