In a world where one in every five women experiences sexualized violence in her lifetime, and where homosexual and transgender individuals face violence at even higher rates, the importance of addressing this issue cannot be overstated. Despite these staggering statistics, sexual assault remains an underreported crime with few criminal consequences. Maison blanche, the Swiss fashion label founded by Yannik Zamboni, in collaboration with Jung von Matt LIMMAT, is taking a bold stand against sexualized violence with its latest collection, unveiled at New York Fashion Week. Aptly named “DNA,” this runway collection seeks to shed light on the crucial role of DNA evidence in sexual crimes while also empowering survivors and advocating for justice.

The Prevalence of Sexualized Violence
Sexual violence is an alarming, pervasive issue affecting millions of lives. Victims often suffer in silence, unable to report their experiences due to shame, fear of consequences, or concerns about the reactions of family, friends, and law enforcement. Even when reports are made, many cases do not lead to convictions, primarily due to insufficient evidence. One significant challenge is the failure to secure the DNA of the perpetrator, a critical piece of evidence that can be found on the victim’s clothing.

Empowering Survivors with “DNA” Collection
Maison blanche’s 2024 Runway Collection, “DNA,” addresses this problem head-on. The collection recognizes that washing clothes after a sexual assault can result in the loss of valuable DNA evidence. To combat this, all garments in the “DNA” collection come equipped with washing tags featuring a special warning: “Do not wash if you’ve just been sexually assaulted.” These “Tag Against Crime” provide information on how to secure as much DNA evidence as possible in the event of an assault, highlighting the importance of preserving evidence for a potential investigation.

Yannik Zamboni, the visionary founder of maison blanche, is spearheading this initiative. As the winner of Amazon Prime Video’s “Making the Cut,” he is no stranger to pushing boundaries in the fashion world. With “DNA,” he is taking the discourse on how society deals with sexualized violence to new heights. The collection’s visual aesthetics mirror the theme of DNA, with prints on the clothing drawing inspiration from the gel electrophoresis process, a technique used in DNA analysis. This unique collection made its debut at New York Fashion Week in the nightclub “The Box Soho.”

“The name of the current collection has a double meaning,” explains Yannik Zamboni. “On the one hand, the looks are a maximum expression of our DNA as a fashion label through their focus on deconstruction and abstraction, and the consistent reduction to the non-color white. On the other hand, we address the role of DNA evidence in the case of sexualized violence.” Zamboni’s commitment to creating awareness and challenging the taboo surrounding sexualized violence is at the core of this collection.

Empowering Voices and Advocating for Change
Sexualized violence is a subject close to Yannik Zamboni’s heart. The disheartening statistics reveal that only 9% of rapists are prosecuted, with a mere 3% serving time in prison. Shockingly, 97% of rapists walk free. Moreover, members of the LGBTIQA+ community are disproportionately affected by sexualized violence. Despite these grim figures, the topic remains a societal taboo. With “DNA,” maison blanche is not only educating the public but also addressing the stark reality that many perpetrators still evade justice.

Through this collection, Zamboni and his team are empowering individuals to raise their voices and fight against the injustice of sexualized violence. By doing so, they aim to recognize the power of our DNA in every respect, as it represents not only our genetic makeup but also our inherent capacity for change and advocacy.

This impactful campaign was developed in close collaboration with Jung von Matt LIMMAT and has garnered support from Swiss organizations “Women’s Shelters Switzerland and Liechtenstein” and the “Foundation against violence against women and children.” Together, they are taking a meaningful step towards raising awareness, supporting survivors, and advocating for a more just and compassionate society. Maison blanche’s “DNA” collection serves as a powerful reminder that fashion can be a platform for social change, and that by coming together, we can challenge the status quo and address the pressing issue of sexualized violence head-on.

Credits
Agency: Jung von Matt LIMMAT
Campaign: Tag Against Crime

This campaign is about:
Runway Collection “DNA”, Sexualized violence awareness, New York Fashion Week, Jung von Matt, Sexual violence statistics, Tags Against Crime, DNA preservation, LGBTQ+ community support, Tag Against Crime

The fashion industry produces 1.2 billions tonnes of carbon emissions. Our generation lives in paradox. On the one hand, we love to express our style and creativity online, and on the other, we want to reduce all the negative impact on the environment—the paradox caused by self-made theories that we can’t be seen online in the same clothing twice.

15-25-year-olds today want to look new every day, wearing the latest trends, uploading a photograph on Instagram tagged with #OOTD aka Outfit of the Day. All of this has not only led to increased consumption of fast fashion but also a huge wastage.

Credits
Advertised brand: Connect4Climate
Campaign: #ReOOTD
Advertising Agency: National Institute of Fashion Technology, Delhi, India
Art Director: Nithika Romy
Copywriter: Nithika Romy

The promotional film has been conceptualised and created by an Indian marketing agency named L&K Saatchi and Saatchi. The most striking thing about the advertisement is a jingle that plays throughout its runtime. The chorus, “Tan man dhan, India ban”, captures the essence of the campaign with brevity. The colourful visuals and picturesque frames add another layer of depth to the patriotic yet playful theme of the promotional video. For instance, towards the end of the film, a couple of foreigners are depicted donning attires from Paridhan’s collection of ethnic wear. Similarly crafted shots coupled with the adroitly synchronised jingle deliver a captivating introductory statement for the brand’s launch.

According to Campaign of The World, this promotional film’s biggest strength is its attention to detail. A sense of patriotism is being portrayed as one of Paridhan’s core values, and we would like to believe that it is more than just a marketing trope. Getting past our reservations, we feel that the campaign delivers more than what was expected on all fronts.

Credits-
Brand: Patanjali Paridhan
CEO: Mr.K.N. Singh
Agency: L&K Saatchi & Saatchi
Managing Partner: Anil K. Nair
CCO: Delna Sethna
Executive Creative Directors: Kumar Suryavanshi & Ashish Naik
Copywriter: Kumar Suryavanshi
Creative Team: Avinash Murchawade, Prathamesh Bhosale, Divya Kataria
Brand Team: Peenaz Aspi Irani, Jennifer Mulchandani, Raj Sayani
Production House: Prodigious
Producer: Chahna Rupani, Shraddha Singhvi
Associate Producer: Rajdeep Sahi
Agency Producer: Vijay Vigamal, Sudhindra Mishra
Director – Shai
1st AD – Himanshu Mishro
2nd AD / DA – Ajay Nautiyal
DA – Shreesh Shirali
DOP – Gianni Gianelli
Gaffer – Arvind Shetty
Focus Puller – Alok Parmar & Sharad
Music Director: Arun Chillara
Lyrics & Voice Over: Kumar Suryavanshi
Singers: Soumya Chakrabortty, Akanksha Bhandari
Sitar: Bhupal Panshikar
Flute: Avadhoot Phadke
Santoor: Raghavendra Baliga
Tabla: Prasad Padhye
Chorus: Anusha, Chantelle, Rhiya, Hitesh
Arrangement: Arun, Rahul K, Adriel G
Sound engineering & Sound Design: Vipal Patel
Sound engineer (Asst.): Rahul Shinde
Studio: Octavius
Costumes – Kristy Decunha
Costume assist – Pankhuri & Eeshita
Makeup – Elton Steve Vessoaker
Makeup assist – Ravi Raj Joiya, Sahil Khan
Production Design – Navin Kenkre
Art Assist – Prakash
Post producer – Sachin Amberkar
Offline – Shahnawaz Mosani & Akshay Mehta
Online – Gautam Indulkar
Colourist – Navin Shetty

Tags:
Apparels, Clothes, Patanjali Fashion, Baba Ramdev, Patanjali TVC, Patanjali Paridhan, Digital Campaign, Yoga

KATY x MOSCHINO #2

A photo posted by KATY PERRY (@katyperry) on Jun 15, 2015 at 7:01am PDT

❤THE FACE OF MOSCHINO❤️

A photo posted by KATY PERRY (@katyperry) on Jun 10, 2015 at 9:00am PDT

KATY x MOSCHINO #4

A photo posted by KATY PERRY (@katyperry) on Jun 15, 2015 at 9:00am PDT

KATY x MOSCHINO #3

A photo posted by KATY PERRY (@katyperry) on Jun 15, 2015 at 8:00am PDT

Source

#DaagMitaaye