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.
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.