For our Summer campaign we want to bring about a narrative of how, if it were a utopian world, every piece of clothing could go back to earth, where it came from in its entirety. We hope for these images to resonate as a connection to having circularity in the fashion industry, along with starting conversations about how we often discard, reject and consume clothing mindlessly. Through these images we continue our exploration of giving clothes human qualities, having them emote and tell our story. By making clothing the heroes of our campaign, we hope to see them as possessions for life rather than something we wear only for a single summer.
IKKIVI – take me to the sea – 2019
Campaign by visual artist Rhea Gupte