Sustainable denim
For a marketing campaign for G-Star Raw's cradle to cradle certified denim, I wanted the to work with the material itself. The concept was a literal interpretation of sustainable denim, brought to life through the creation of plant leaves made entirely from the cradle to cradle denim.
OUR MOST SUSTAINABLE JEANS EVER.
The campaign successfully elevated the brand’s profile as a leader in sustainable fashion, demonstrating their innovative approach to combining denim, and sustainability. The campaign not only showcased the aesthetic and functional qualities of the denim but also underscored the dedication to creating a more sustainable future for the fashion industry.
These meticulously crafted denim leaves were then used to design and construct a real size dress, symbolizing the topic of sustainability in the denim industry. This unique dress not only showcased the versatility and beauty of the sustainable denim but also served as a powerful art piece.
The dress became a centerpiece for the campaign, traveling across the globe to various events, seminars, and talks. It captivated audiences and sparked conversations about the importance of sustainability in fashion. The dress’s journey highlighted G-Star’s commitment to eco-friendly practices and inspired others in the industry to consider the environmental impact of their designs.
