FASHION HAS A DARK SECRET
Easy access to sulphuric acid, used in fashion manufacturing, is the cause of many acid attacks around the world. ASTi wanted to shine a light on the Fashion industry's role in preventing acid violence. To talk to them, we reimagined a traditional fashion lookbook with a twist. Instead of supermodels, we featured Patricia LeFranc, an acid attack survivor, as shown through the lens of fashion photographer Rankin. The book also dives into the history of acid use and its connections to the fashion industry. The project got global attention with staggering results.
Awards:
Cannes Lions (Shortlisted - Print)
Gerety Awards: Shortlist
LIA Awards (Silver)
Creative Circle UK (2 Golds, 1 Bronze)
NY Health Awards (Finalist)
One Show (Merit)
ROLE: Creative Director AGENCY: McCann Health London
