Organic by John Patrick is a high-end fashion label, and one of the early adopters of ethical & sustainable manufacturing practices. At the time, sustainable fashion was not as widely accepted as it is now, which we saw as an opportunity to showcase this brand as rebelling against the "way things are" when coming up with a campaign concept.
Displaying a stark contrast from glossy high-end fashion advertising, we printed visuals of models on haphazardly folded gritty newsprint paper printouts. Each was overlaid with bold phrases meant to make you question following the "norm", such as "Why be ordinary?" or "Redefine the Rules," putting the focus more on the mission rather than the clothes.
© Lizzy Watkins 2020