Campaigning angle: Kenzo takes a stand

25 : 03 : 2014 Kenzo : Netstalgia : Microsites+

Paris – For California-born designers Carol Lim and Humberto Leon, the ocean was obvious inspiration for their spring/summer 2014 collection for Kenzo. Rather than just reference the waves and blue hues of their youth, the duo decided to pair up with the Blue Marine Foundation to create a collection that campaigns against overfishing.

Kenzo No Fish Microsite by OK Focus Kenzo No Fish Microsite by OK Focus
Kenzo No Fish Microsite by OK Focus Kenzo No Fish Microsite by OK Focus
Kenzo No Fish Microsite by OK Focus Kenzo No Fish Microsite by OK Focus
Kenzo No Fish Microsite by OK Focus Kenzo No Fish Microsite by OK Focus

To promote the collection, which was shown on the Paris catwalk last autumn and is now entering stores, Kenzo created a microsite that takes users on a journey of being a fish. The lo-fi interactive Netstalgic website has users click through to ‘swim’ through the ocean as a fish and read facts about overfishing.

At the end of the experience is a lookbook of Kenzo unisex sweaters and t-shirts from the brand, all carrying the slogan ‘No Fish No Nothing’. Money from sales of the line will be donated to the Blue Marine Foundation.

We predicted a rise in Brandstanding in 2011, and Kenzo is an example of how a brand might take a political stance for the good of its consumers.