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 advertisement campaign for the app was created by a Zurich-based marketing agency called Jung von Matt/Limmat. The showcase video takes the viewers through a narrative filled with testaments by various participants of the campaign. As observed in real-time, the learning experience provided by A Touch of History even propelled students to complete their homework on time. Given the depth of the immersive learning experience, students found using the app similar to walking a few miles in the shoes of the likes of Albert Einstein, Frida Kahlo, Marco Polo, Leon Tolstoy, and countless other influential figures of the past. As stated in the video promo for the initiative, the app has become an official part of the curriculum and is being expanded to make room for more subjects. Needless to say, the number of possibilities with this innovation is nearly limitless.

A Touch of History serves as one of the biggest advocates of the positive impact of technological advancement. Undoubtedly, it is one of this year’s premier advancements in the education sector.

Credits
Brand: Samsung
Campaign: A Touch of History
Advertising Agency: Jung von Matt/Limmat, Switzerland
School: Pädagogische Hochschule Zug
Production Company: Pfeffermind, Kaigan Games
Film Production: Jung von Matt/play
Sound Studio: Tonstudio Z
Chief Creative Officer: Dennis Lück
Art Director: Michelle Danilschenko
Copywriter: Ennio Cadau
Art Director: Cansu Sezer
Creative Directors: Hanja Heuss, Wolfgang Bark
Account Executive: Philipp Siegenthaler
Art Director: Manuela Tappe
Designer: Emmanuel Denier
Public Relations: Adrian Haupt
Head of eLab: Manfred Jurgovsky
Head of Communication & Marketing: Luc Ulmer
Communication & Marketing Specialist: Nicole Suter