Swedish home appliance brand Electrolux wants to inspire consumers to break the pattern and take better care of their clothes in this new global campaign by Forsman & Bodenfors. To demonstrate that used clothes still have value, Electrolux collaborated with Swedish fashion designer duo, Rave Review, to create a unique collection made from discarded clothing from the world’s second largest garment graveyard–The Atacama Desert in Chile which has lately turned into a symbol of the acceleration of fast fashion and the rise of textile waste.
The Electrolux campaign is looking to inspire consumers to find new ways to keep their clothes for longer.
“The most sustainable clothes are the ones we already have. With this campaign, we want to ignite curiosity and enable our consumers to change the way we care for our clothes today. There are many, simple things we can do right now with existing technologies that will help us reach our goal to make our clothes last twice as long, with half the environmental impact by 2030,” said Thorsten Brandt, global head of brand and marketing at Electrolux.
That is why Electrolux, and designer duo Rave Review, known for their colorful, up-cycled, and high-end collections, made such a good match. Together they had a mission: Giving new life to discarded clothes retrieved from the Atacama garment graveyard. The result is the world’s first Atacama up-cycled fashion collection.
“We have always believed that in the future, fashion cannot exist as of today. I think we all must change in one way or another. When it comes to fashion, taking care of what we already have is probably the most tangible and easy way to do it,” said Livia Schück, co-founder and creative director at Rave Review.
“When talking about clothes and sustainability, the focus easily falls on the actual production of a garment. But few talk about the significance of making the clothes we already own last as long as possible. This is where Electrolux can play an important role, and that is what we want to highlight with this campaign,” said Nicholas Düfke, creative at Forsman & Bodenfors.
The campaign “Break the pattern” will launch globally in Europe, Asia, North America, and South America. The campaign includes this hero film directed by Natanael Ericsson of Scandinavian production house new-land.
CreditsClient Electrolux Agency Forsman & Bodenfors Milly Bjorkman, designer; Nicholas Düfke, copywriter; Joakim Blondell, Johan Eghammer, art directors; Asa Hammar, producer; Peter Guadiano, digital strategist; Anita Rafiel, strategist; Jade Deconzac Mbay, researcher; Elisabeth Christensen, writer. Production Company new-land Natanael Ericsson, director; Niklas Johansson, DP; Petra Johansson, exec producer; Joi Persson, producer. Postproduction Tint Oskar Larsson, colorist; Evelina Astrom, online. Postproduction F&B Studio Social Media F&B Daily Hanna Karlsson, Ine Bryhn, creatives; Maria Sylwan, designer. Fashion Design Rave Review Sound Ponytail Calle Buddee Roos, sound.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
To land the relatable... Read More