Healthcare company Novo Nordisk has launched The Live Lighter Collection™, a new campaign that gives a second life to clothes people no longer wear after significant weight loss, turning them into garments tailored to fit their transformed bodies while preserving their emotional value.
Developed by Saatchi & Saatchi Health under Novo Nordisk’s Live Lighter™ platform and created in collaboration with designer and influencer Lama Jouni, the initiative seeks to reframe weight transformation as a personal journey rather than a simple before-and-after story.
The campaign is based on the idea that clothing people outgrow after losing weight often carries memories of important life events, relationships and milestones. Instead of encouraging participants to replace those garments, the project invited them to bring one meaningful outfit from their pre-weight-loss wardrobe to be redesigned.
According to the campaign, the tailoring process extended beyond simply reducing the size of the garments. Designers also considered changes in posture, movement, silhouette and body language that often accompany significant weight loss, making subtle adjustments to collars, sleeves, structure and balance while preserving the character and emotional significance of each piece.
A campaign film documents the participants’ personal stories, the garments they selected, the redesign process led by Jouni and the unveiling of the finished outfits. The campaign also encourages people seeking a healthier weight to consult their doctors as part of a sustainable weight-management journey.
Rima Jammal, Head of Marketing, Novo Nordisk Gulf, said, “Partnering with Lama Jouni for our new “Live Lighter” brand platform felt instinctive. She understands transformation as something deeply personal, expressed in how we choose to show up in the world. Together we wanted to honor that journey, not just the number on a scale, but the confidence, the self-expression, and the new relationship people build with themselves along the way”.
Bruno Barbosa, Senior Creative Director, Saatchi & Saatchi Health, said, “We wanted to talk about weight transformation without the clichés. The clothes people hold onto carry their whole story, so instead of asking them to let go, we retailored those pieces to fit the person they’ve become. The conversation became about honouring the journey, not erasing it”.
Lama Jouni added, “A body that has changed moves and carries itself differently. My job wasn’t to make these clothes smaller, but to make them belong to who each person is now, while keeping every detail that made the piece matter in the first place.”
