Girls Carrying Sh*t
“Girls laying out their sh*t: An Aesop experience study of the things notable figures carry ft. icons like Emma Chamberlain and Sofia Coppola.”
A raw, gallery-style activation that explores identity through the everyday objects people carry. Set in an industrial, unpolished NYC space, Aesop acts as an observer, presenting curated displays of celebrities’ bag contents while inviting visitors to empty and document their own. Each layout is captured and added to a growing print wall, creating a living, evolving archive of personal expression, with Aesop products appearing subtly throughout as a constant across different lives.
Creator Collaboration
with Halle Robbe: an NYC based writer and creative who pawned the Instagram page: @girlscarryingsh*t.
What is GCS?
A curated Instagram page dedicated to posting non-men carrying sh*t with their hands. Halle has harnessed 395K Followers with 3K+ posts, being active multiple times per day.
How It Works
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An interactive experience exploring individuality through the things people carry.
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Visitors encounter a wall featuring images of items from people’s everyday lives, a celebrity exhibit featuring curated bag contents of popular icons, interactive tables/photoshoot to photograph their own belongings, and an evolving print wall.
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Aesop hand balm appears subtly across moments highlighting how the brand quietly intersects with everyday life
Invitations
The activation launches with a one-week, invite-only period, where influencers receive mailed invitations and PR packages to build early buzz. It then opens to the public in SoHo, NYC, a high-traffic area for tourists and beauty-focused content creators. Awareness is driven by Aesop’s social media teasers featuring #GirlsCarryingAesop and amplified through influencer content shared during the exclusive preview.
Exterior
Things Celebs Carry
3D displays of curated layouts featuring bag contents from icons and celebrities with strong fan bases, including Sofia Coppola, Emma Chamberlain, Björk, Wes Anderson, Betsey Johnson, Marc Jacobs, and Hudson Williams.
Things You Carry
An interactive installation where participants place their personal belongings on a clean, minimal table beneath an overhead camera rig, composing their own still-life arrangement of the things they carry. The setup captures a polished, editorial-style image, which participants receive digitally, with the option to contribute a printed version to a communal “Print Wall” and take home a 2.4oz Aesop Hand Balm.
