Kenzo goes into action in defence of marine life
updated the 7 October 2015 à 00:02
The Japanese brand opens their Marine digital pop-up store – a unique experience for a good cause.
Who said that a fashion brand couldn’t help the environment? The famous brand Kenzo, well-known for its colourful sweatshirts, “Jap wrap” style, and fabulous jungle catwalks, surprised us a few weeks ago with its new environmental stance.
The brand has teamed up with Blue Marine Foundation, an ocean conservation group that fights against overfishing. “No Fish, No Nothing” is the slogan of the collection in favour of marine life, and purchases made from the collection will benefit the Foundation. But it’s not only about a slogan, for the occasion, the Japanese brand has launched a digital pop-up in Paris that showcases the plight of fish in a virtual aquarium.
So is that all they’re doing? No, it isn’t. Here is the best part: The passer-by can watch the fish swimming peacefully in the virtual aquarium, but all of a sudden 30% of the fish begin to disappear but as soon as someone purchases a product from “No Fish, No Nothing” collection, or posts a photo on Instagram with the hashtag #NoFishNoNothing , fish begin to reappear in the aquarium of the digital window! In doing so, the brand wants to illustrate how consumer funds will enable the preservation of fish in the ocean.
What a clever and fun way to make people talk about a brand and in the same time to alert us to such an important cause. Don’t you think?
Lindsay POUI-DI
