On the occasion of the European Basketball Championships in Latvia, the fashion collective Bourzma set an impressive example for sustainability and creativity. In an ambitious upcycling project, more than 500 worn shirts were transformed into a single, giant basketball jersey.

The collective relied on bernette sewing machines from Bernina to realize the world record attempt. They mainly used the bernette 68 Maker model, which is particularly suitable for processing stretchy fabrics.

The project combines sustainability, sport and craftsmanship in an innovative way. The fashion collective Bourzma, which regularly campaigns for the reuse of textiles, presented the finished work in front of the Freedom Monument in Riga. The world record attempt is currently being verified by Guinness World Records.

Almost at the same time as Kambundji won the 60-meter hurdles title at the European Indoor Championships in Apeldoorn, Bernina launched the new 3-series. The company presents the new B 335 and B 325 models as compact, powerful, versatile and precise - characteristics that "suit Ditaji Kambundji perfectly". "The Bernina 335 is small and handy - ideal for me because I can take it anywhere and be creative," says the hurdler. As a professional athlete, she has a busy professional schedule, but in her limited free time she is passionate about textile projects such as sewing accessories.

"With the new machines, we want to introduce the next generation of sewing fans to Bernina," explains Henrique Wolter, Head of Product Management for sewing and embroidery machines at Bernina.

As part of a pioneering program by NASA and Esa, the moon is once again the focus of space travel. Flexhab, a training habitat designed by saga space architects, is an important step towards a habitable moon. The new habitat, opened at the European Astronaut Center (eac) in Cologne, is used as a training facility for astronauts and simulates the extreme conditions in space.

A decisive element for the atmosphere in the Flexhab is the textile interior, which was designed by Saga and manufactured on site. A Bernina b 435, which Bernina Nordic provided especially for this project, was used for the demanding sewing work. "We are proud to be part of this extraordinary project," explains Casper Christensen from Bernina Nordic. Isabel Frølund Jennings from Saga also emphasizes how important the sewing machine was for the realization of the design.

Involvement in such an unusual and futuristic project shows that Bernina is prepared to push boundaries and position itself in even the most innovative fields. What at first glance appears to be from another world could have a lasting impact on the brand's image and take Bernina into new spheres.

The entire Foundry team, in Zurich, New York and Berlin, made themselves part of the Bernina sewing world. Foundry interviewed Bernina users throughout Europe and the United States. All over the world, they are connected by a common thread: From idea to completion, it's all about inspiration, choosing the right materials, planning, nights of conceptualizing, trial and error, and alterations. Until completion, every creative process is marked by "Big Days" - big moments - made possible by Bernina.

Bernina favors the concept of relationship marketing over traditional advertising and marketing approaches. The new platform guides all areas of communication and is an ode to the passion and joy shared by members of the creative Bernina community around the world.

Under the name #ABigDay, various testimonials and new product films have been launched in key markets since July 2023. Foundry worked with local production companies and sewing communities on the ground.

Five passionate sewers are the heroes and heroines of #ABigDay. Their individual creative stories take place in the United States, the Netherlands and Switzerland. The campaign shows the uniqueness of each of them - they all have their own special Big Days.

In addition to the films, many other measures are used:

Claudia Staber, Head of International Marketing at Bernina International, emphasizes the joy and importance of sewing in customers' everyday lives and the relevance of the craft in a time when DIY is experiencing a revival.

Annett Werner, Bernina Brand Manager, Bernina International AG, talks about the open and personal collaboration with Foundry and the importance of understanding the target group.

Alexander Brown, global account director and partner at Foundry North America, emphasizes that Bernina represents a community of inspired makers.

Nishant John, creative director at Foundry, describes the challenge of seamlessly coordinating a global production across different continents and telling authentic stories.

Responsible at Bernina International: Claudia Staber (VP International Marketing), Annett Werner (Bernina Brand Manager), Matthias Fluri (Marketing & Sales Support), Svetlana Zollinger (Product Manager). Responsible at Foundry: Alexander Brown (Global Consulting), Marta Kosiorek (Account Management), Nishant John (Creative Direction & Copywriting), Fieke Clinckemalie, Ruben Lopez Mata, Gustavo Frazao (Art Direction) Lilli Kahana (Creative Strategy), Arseniy Sahalchyk (Motion Design), Gregor Wollenweber (Production), Eva & Victoria (Passionate Sewers), Sacha Moser (Jack of all trades). Partner: Alexander Kirschner (Music Director), Silja Würgler John (Editor), Lair Films (Production Company New York), Thor Raxlen (Director), ROCC Films (Production Company Switzerland/Germany), Christian Martin Schäfer (Director), Christoph Wieczorek (DoP), Carsten Schönijan, Lukas Lienhard (Photographer), Brosky Media (Product Production Company), Manou Karapetsis (Director), Nino Michel (DoP), Marine Ruscio (Production). KNF Studio (Production Company Oklahoma City), Steve Jones (Director), Keaton Nye (DoP), Justin Hull (Photographer).

Bernina is a client of the full-service agency Goldbach Interactive, which already designed a virtual creative world for the Swiss sewing machine company five years ago via a new website. The new website was launched in 40 countries and 29 languages. It was and is particularly important to ensure that Bernina can be reached in all countries under the same URL. Bernina.com.