Enok Groven, Eco-Warrior for Replay
13 Jun. 2014
Replay’s campaign stars environmentalists
For the release of its new Laserblast L.I.F.E. capsule collection, fashion brand Replay has involved real-life activists, who will be modelling the exclusive line.
The new capsule combines the eco-friendly Laserblast technology, which dramatically reduces water consumption and utilizes colored mineral pigments of natural origin.
Emphasizing the eco-credentials of this distinctive range, Replay casted real-life activists as models.
These Eco-Warriors for L.I.F.E. all share a passion for the environment and truly embody the attitude of this special collection and Replay’s rebellious spirit. Norwegian-born model and actress Aleksandra Orbeck-Nilssen has her own wildlife conservation trust called Nanofasa, and is a spokesperson for African environmental issues around the world.
Another protagonist at the heart of this campaign is Enok Groven (portrayed), the Norwegian founder of Fashion Against Climate Change.
This campaign, which features graphic depictions of clashes between activist rebels and heavily armored authority figures, will be launched on Replay’s website and social media on June 16th. It comprises a dramatic two-minute film, presenting the Eco-Warriors’ determination to champion the environment with authentic campaign images, to be launched at Replay stores around the world and via digital advertising.
Replay Laserblast L.I.F.E. will be available at Replay’s online shop and in selected Replay stores from the beginning of June.
Matteo Sinigaglia, Fashion Box S.p.A. CEO, commented: “Environmentalists are the heroes of the modern world. Rather than talking about abstract ideals, they act, fearless of the consequences. This spirit of engagement and commitment to environmental action runs through the very DNA of Replay. Throughout our history, we have always focused on true design innovation and the Laserblast L.I.F.E. collection is an extension of this unconventional mindset.”
Maria Cristina Pavarini
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