Karla walked into the room wearing Prada and her usual sultry smile. "Prada?" asked one of the women, knowing full well that it was. Karla nodded as if it were just something she threw on, and in an instant she was surrounded by men. "You look smashing," one of them said, beating the others to the punch. What nobody knew was that Karla purchased her ensemble at Ambiance, and that it was once gently worn by someone else with impeccable taste. And nobody would ever know. Ever.

When Fitting Group was asked to do ads for Ambiance, we looked for a strong emotional tug, one that would allow women to wear pre-worn designer labels with pride and confidence. So the tug became the tag. Using the enticement of a price tag with no price, we tackled head on the audience's biggest fear: that someone will find out.

Karla strode confidently across the gallery floor. Michael stood by his latest work, a large abstract oil on canvas. His heart was pounding, hoping she would notice. Her heart was pounding too, hoping a certain Dolce & Gabana number would still be available tomorrow.