Evolved By Nature, a life sciences company, has ventured into the realm of sustainable ingredients for skincare, beauty, and fashion. Their innovative approach led to the creation of a biodegradable alternative to traditional leather coatings, aiming to reduce carbon footprint in the fashion industry.
To showcase their ‘Activated Silk L1’ bio-finishing system, the brand’s Creative Lab team crafted a visually engaging print campaign that blurs the boundaries between natural landscapes and fashion. Led by creative directors Wade Devers and Viktor Angwald, the team utilized premium leather articles to create ‘Leather Landscapes’ that resonate with the essence of nature.
Collaborating with a talented photographer and production studio, the team meticulously captured the texture, color, and light of the leather to evoke scenes reminiscent of diverse landscapes worldwide. This artistic endeavor aimed to challenge viewers to question whether they were witnessing nature or leather, thus sparking curiosity and engagement.
The campaign’s creative process involved digitally enhancing real leather photographs to create a seamless blend between the material and the natural world. Despite facing resource constraints, the team managed to deliver visually sophisticated images that rival luxury fashion advertising, a crucial aspect given the target audience of high-fashion brands.
Targeting the high-end fashion market, the prints were strategically placed in industry publications like World Leather Magazine and Footwear News, as well as outdoor placements in Arzignano, Italy, a renowned tannery district. This strategic approach aimed to capture the attention of local tanneries and pave the way for sustainable practices in the leather industry.
Notably, the campaign resonated well with industry insiders, prompting a surge in demand for Evolved By Nature’s sustainable leather coating. The brand’s commitment to reducing carbon footprint and reliance on traditional plastics and fossil fuels struck a chord with environmentally conscious consumers and industry players.
Looking ahead, the team remains dedicated to driving positive change in the fashion and beauty sectors by advocating for sustainable, biodegradable solutions. Their vision extends beyond leather, encompassing a broader portfolio of naturally derived ingredients for skincare and beauty products.
As the brand continues to make waves in the industry, their disruptive marketing strategies are poised to shape the future of sustainable fashion. The success of the ‘Leather Landscapes’ campaign serves as a testament to the power of creativity and innovation in driving meaningful change in the fashion industry.
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