Beauty brand LUX delivers a genius take on the viral Gen Z #BuryMeInThis trend, collaborating with street photography legend Sky Alfonso to explore what a ‘final fit’ says about identity and legacy
At fashion week, everyone dresses for the entrance. But what if the look had to last forever? What would your final fit say about you? That was the question beauty brand LUX brought to the red carpet by putting Singapore’s best-dressed attendees on the spot with one deliberately provocative question: “Would you be caught dead in this? And I mean, literally.”
Set against the lights, cameras and front-row glamour of Singapore’s first Orchard Road Fashion Week, the #LUXMyWill activation took the internet’s fascination with the “final fit” offline. But the question went beyond what people were wearing. It explored what the way we choose to present ourselves says about who we are, and how we want that version of ourselves to be remembered.
The activation tapped directly into #BuryMeInThis – a viral digital movement celebrating the ultimate farewell aesthetic. Across social feeds, individuals have been styling and sharing the head-to-toe look they would choose for their final farewell. What started as a playful trend online quickly blossomed into an empowering conversation about legacy, self-expression, and making an unforgettable final statement that celebrates beauty.
Watch the video release on Instagram here
The wider #LUXMyWill campaign has already generated significant momentum online. Its first digital wave featured 22 creators, generating 2.5 million views and 106,000 engagements, with an average engagement rate of 4.24%. Since launch, LUX has also recorded a 5M+ uplift in conversation around #BuryMeInThis. The campaign’s initial brand video reached 373,000 people in three days, generating 36,000 engagements and a 9.6% engagement rate.
For LUX, the champion of Main Character Beauty, the movement touched on something far deeper than fashion. LUX believes that beauty is never subtle or secondary; it is a woman’s starring role, her ultimate declaration of power, and her most radiant expression of self. The choices women make about how they present themselves are not just about appearances, but about identity, confidence and the story they want to tell about themselves.
That unwavering belief birthed #LUXMyWill, a campaign that encourages women to take ownership of how they wish to be remembered. Moving beyond a fleeting social post, this LUX initiative invites participants to formally immortalize their iconic “final fit” and signature beauty look. With step-by-step guidance from legal specialists, the campaign equips women to document their desires so their grandest, most captivating Main Character moment is honored exactly as they envisioned.
“Beauty has always been a powerful form of self-expression. Today, women are taking that further – not waiting for occasions, but becoming them,” said Judy Zu, Global Brand Director, LUX.
“This trend showed us that when a woman chooses how she wants to be remembered, it’s not frivolous – it’s a statement of identity. We wanted to give that statement the recognition it deserves.”
The answers from Singapore’s fashion crowd at Orchard Road Fashion Week captured exactly that mix of humour and self-expression #LuxMyWill represents. When asked “would you be buried in this?” one attendee didn’t hesitate: “For sure! Get me the casket.” For others, the choice was more personal. One guest said she would happily be buried in an outfit “created by my friends and family,” while another revealed she already has her final look waiting at home: “I actually have a final day outfit already, sitting at home in a dust bag labelled ‘when I die’. It’s a beautiful Lolito dress I’ve dreamed of my whole life.”
At Orchard Road Fashion Week, that idea moved from an online declaration into a real-life conversation. Attendees were put on the spot to consider what their chosen looks said about them. Is this just a great look for tonight, or does it capture something about how you would want to be remembered?
The response shows there’s something deeper driving #BuryMeInThis. What began as a playful trend has tapped into something much more personal about the way beauty and personal style can express identity, and the desire to be remembered on your own terms.
By bringing #LUXMyWill to Orchard Road Fashion Week, LUX turned that idea into a question people had to answer in the moment. Because Main Character Beauty isn’t about blending in, it’s about choosing how you show up, expressing who you are boldly and owning the story you leave behind.
Grand entrances are so last season. This year, it’s all about the big exit.
#LUXMyWill
Credits:
Client: LUX
Agency: VML Singapore
