COMME des GARÇONS •
COMME des GARÇONS •
The Ask:
The fashion industry is notorious for contributing to global wastage at a rapid rate, yet there is no hope or change in sight.
The Insight:
The circular economy is gaining traction, but still has a long way to go. Even sustainably made goods are, at the end of the day, just producing more stuff.
The Idea:
Comme des Garçons, a brand born to disrupt, will start a revolution in luxury fashion by tapping into its Japanese roots and adopting “kintsugi” into the brand’s philosophy and practices.
THE KINTSUGI COLLECTION
As a luxury brand with Japanese roots and an “anti-fashion” flair, CDG will adopt the philosophy and practice of kintsugi, or the Japanese tradition repairing broken pottery with gold lacquer, and translate it into a collection that is not meant to be bought, but copied. This will be in hopes to inspire consumers to simply cherish their belongings more and buy less, pursuing true sustainability.
Let’s MAKE A
FASHION STATEMENT
CDG's fashion revolution will launch with a bang at the biggest fashion event of the year: the Met Gala. The theme will be for celebs to show up wearing upcycled scraps. That's right. Scraps, but make it stylish.
Furthermore, the event itself will also implement sustainable practices for the first time, such as partnering with sustainable vendors and distributing digital swag bags.
mimic the met gala
Surprise! The celebrities at the Met Gala were modeling pieces of a collection that anyone can own. The catch? It is a collection that cannot be bought, but rather, is made to be DIY'ed.
Hi, fashion
Print ads will run in Vogue and other magazines imitating the style of high-fashion ads, but with a twist. For the first time, it features merchandise that is cannot be bought. If you want it, you have to make it using CDG's patterns inspired by the art of kintsugi. Because that is true sustainability. Good luck! the Season-free fashion show
CDG will boldly reject the bi-annual Spring/Fall fashion show practice and the concept of "seasonal fashion trends" with a season-free fashion show titled PLANET OVER PROFIT—because that is what spurs people to constantly buy more, buy new, and keep up with the Joneses. As with the kintsugi-themed Met Gala, the fashion show will feature sustainable practices that focus on experience and education rather than material goods. For instance, the show will display how an essential fashion staple (e.g. the white tee) can be styled all year long.
The campaign for the sustainable fashion show of the future should also be sustainable, right? To announce the show, CDG will produce a guerilla marketing campaign where they fill cracks around the city with air pollution-fighting greenery; thus bringing the world one step closer to an ecotopia. Beside the cracks will be a branded stamp to ensure credit is given to CDG and its season-free fashion show. 