The Parley for the Oceans x Adolfo Correa Collab Builds On Pollution
Kalin Ned — June 22, 2018 — Social Good
Not-for-profit organization Parley for the Oceans and Spanish designer Adolfo Correa for beer brand Corona come together in the design of a set of incredibly honest Hawaiian shirt prints that exhibit the dire human impact on sea life. Channeling the usually cheery and vacation-appropriate aesthetic of the short-sleeved button-down silhouette, the companies magnify oceanic pollution.
Parley for the Oceans and Adolfo Correa transform the seemingly vibrant and upbeat Hawaiian shirt prints and infuse them with truth value. Upon closer look, consumers can see discarded plastic rings from six-packs and crabs who are struggling with bottle caps.
In addition to the fashionable venture, Corona commissions creative agency W + K Amsterdam in the development of billboards and 'This is Living' campaign posters that communicate the polluted state of beaches and the water.
Parley for the Oceans and Adolfo Correa transform the seemingly vibrant and upbeat Hawaiian shirt prints and infuse them with truth value. Upon closer look, consumers can see discarded plastic rings from six-packs and crabs who are struggling with bottle caps.
In addition to the fashionable venture, Corona commissions creative agency W + K Amsterdam in the development of billboards and 'This is Living' campaign posters that communicate the polluted state of beaches and the water.
Trend Themes
1. Honest Hawaiian Shirt Prints - A trend of sustainability-focused and socially conscious fashion that incorporates messaging to raise awareness of environmental issues.
2. Ocean Pollution Awareness - A trend in eco-consciousness focused on advocating for marine ecosystem preservation by raising awareness about the devastating impact of pollution on sea life.
3. Creative Environmental Awareness Campaigns - A trend towards innovative, visually impactful media campaigns aimed at generating awareness around ecological issues.
Industry Implications
1. Fashion - The fashion industry has an opportunity to capitalize on the growing trend of sustainably-focused products using eco-friendly and ethically-sourced materials.
2. Environmental Advocacy - NGOs and non-profits focused on raising awareness about environmental issues stand to benefit from partnerships with creatives that transform environmental messaging and draw attention to important causes.
3. Advertising & Marketing - Advertising and marketing firms can take advantage of the trend of eco-conscious consumers by developing ethical, environmentally-focused media campaigns that resonate with socially-aware audiences.
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