The JR ‘Inside Out Project’ is drawing attention to social activism on the streets of Pairs in high-end designer stores during the hype around Paris Fashion Week. The French artist enlisted a group of volunteers to run around and plaster photos of young men from Sierra Leone for bystanders to spectate. With the project originally starting in Berlin, it is now moved to Paris to gain hype around its most coveted event.
Fully titled ‘ETRE ou AVOIR: INSIDE OUT PROJECT,’ which is French for To Be or To Have, the project has captured the eye of reluctant luxury good buyers. As the consumer walks out of the store, they are confronted and asked if spending the large sums in the store they just existed would have been better spent on the people suffering in Sierra Leone.