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By Chere Di Boscio
All this week, Kenzo has been hosting a digital popup installation in the Marais district of Paris to bring attention to the crisis the world’s oceans and fish are facing.
Shoppers and passersby can purchase the brand’s No Fish No Nothing collection, which was shown on the catwalks of Paris last season. Proceeds from the sale of these fashion items go to the Blue Marine Foundation, which is dedicated to ocean conservation.
By drawing attention to overfishing, pollution and the destruction of marine life, the Blue Marine Foundation hopes to protect 10% of the world’s oceans in managed marine reserves by 2020–7.2% more of the ocean protected than is currently.
The popup shop’s screen shows fish swimming around and every few seconds, about a third of them disappear, mimicking the number of marine life that is disappearing due to overfishing and pollution. Passersby who don’t wish to buy anything are asked to Instagram a picture of the window with the hashtag #NoFishNoNothing. After posting or purchasing Kenzo, a fish is then added to the digital aquarium.
To further call attention to the cause, Kenzo have also blogged about endangered marine species and have posted a number of sustainable seafood recipes by famous chefs Francois Pasteau and Olivier Roellinger, to highlight the plight of overfishing and to suggest alternatives to endangered and overfished species, like cod and tuna.
Whilst these measures are certainly noble and it is doubtlessly important to inform people more about the destruction of our oceans, we here at Eluxe have to ask the question: were eco-friendly materials used in the No Fish No Nothing collection? A quick investigation reveals that the collection was created mainly from cotton, which is one of the fashion world’s greatest consumers of water and pesticides.
At the time of going to post, Kenzo hadn’t answered us about whether the blue dyes used were toxic or not.
It’s a shame this collection, which has good intentions, wasn’t made of recycled materials or less water intensive bamboo fabric. It seems by not paying attention to the damage the brand themselves does to the planet, Kenzo may be pulling a ‘Vivienne Westwood’ and creating toxic fashion whilst using environmental causes as a marketing tool.
Smells a bit fishy to us!