The campaign was shot at KENZO x H&M event in Zagreb and the following day when the clothing officially hit the stores. It was the first thing we have done, and it was totally banned from Croatian media (since H&M is their big advertiser) but the photographers at the event thought our models were from H&M and next day published the news with a headline: “Last night H&M x Kenzo started, check out which pieces were bestsellers” and our models were on these photos. There were even more of the photos, but their PR’s have noticed us so they immediately banned it. The campaign was addressed as a critic towards overconsumption, overproduction and generally behaving of us as customers who are supporting this.
Newspaper headline saying: “Last night H&M x Kenzo started, check out which pieces were bestsellers”, but our models are on these photos. Also, under the photos, it says: Performance, and the collection is full of colors and feminine details.
We’ve also made LETVA, a defence tool made to go with the campaign. You can find out more about LETVA HERE.
Photo: Matej Jurčević