The Edinburgh Charity Fashion Show 2016 Campaign "Urban Conscious" raised money and awareness for The Rock Trust, an Edinburgh based charity working to prevent youth homelessness. 

The goal of the campaign was to establish the notorious ECFS name as more than a fundraiser, to develop it as a creative platform to promote and support young talent in the city of Edinburgh. The visual output of the show was directed at the youth in Edinburgh, as something relatable and reflective of current trends, to encourage up and coming talents to get involved and to provide inspiring content.

The success of the campaign resulted in sponsorship by Topshop and the invitation to be the official closing show for Edinburgh Fashion Week at the new creative centre of Edinburgh, The Biscuit Factory.