When models strut down the runway of Kenzo’s Spring/Summer 2014 fashion show last fall, it was clear that designers Carol Lim and Humberto Leon were making a statement.
‘No Fish No Nothing’ read the slogan on some of the sweatshirts, and it was announced that the label had struck up a partnership with Blue Marine Foundation, an ocean conservation group that focuses on the fight against overfishing. Now, Kenzo has launched a digital pop-up in Paris, where passersby can visualize the plight of fish and then donate to the cause by buying a sweatshirt.
The interactive pop-up shows a virtual aquarium. As viewers watch the fish swim around the screen, 30% slowly begin to disappear. But should a person then purchase a No Fish No Nothing item from the collection, some little fishes appear back in the aquarium as a symbolic representation of how the consumers funds will help keep fish in the world’s oceans.
The pop-up is a clever way for Kenzo to interact with its customers via social media, by creating a very shareable experience, while also aligning themselves with a cause which may garner them even more fans.
As it appeared in PSFK