Fashion has always provoked people into a certain mindset, but fashion label Vivienne Westwood decided to use its fashion mannequins as a tool to advocate an issue of great concern in its collaboration with Leo Burnett Milan.
A bruised-up, violated mannequin is shown front and center of a Milan Vivienne Westwood store's main display. It’s featured at the center of two other mannequins that aren’t showcasing any (visible) bruises. The displays were also adorned with flyers and posters encouraging people to take a stand against domestic abuse.
In the perfect and polished world of fashion, it’s easy to forget the harsh realities of life. Vivienne Westwood is one of the few fashion labels to make a visible stance on social issues that have probably plagued several of its customers. Presenting the world with an ugly truth that people need to face is something that should be more thoroughly explored by unexpected advocates like Vivienne Westwood.
Key Themes Behind This Trend
- Fashion Activism
- Fashion brands use their platform and products to raise social issues and advocate for change.
- Provocative Marketing
- Using controversial imagery and messages to spark conversation and increase brand awareness.
- Awareness in Retail
- Retail spaces are used as platforms to raise awareness and educate customers on important social issues.
Where This Applies
- Fashion Retail
- Fashion retailers can use their platform to not only sell products, but also raise awareness and advocate for social issues.
- Advertising
- The use of provocative imagery and messaging in advertising can be a powerful tool to spark conversation and bring attention to important issues.
- Activism
- The intersection of fashion and activism can provide unique opportunities to bring attention to important social issues and spark change.
