French luxury label Kenzo has created a virtual aquarium pop-up in Paris in collaboration with ocean conservation group Blue Marine Foundation to raise awareness of overfishing.
The digital installation shows fish swimming around and over time 30% of the fish disappear, representing the number that could become extinct due to overfishing. However viewers can donate to the cause by purchasing a sweatshirt from the brand’s limited edition #NoFishNoNothing collection.
Each time a purchase is made, a fish gets added to the aquarium. They can also post a photo to Instagram with the hashtag ‘#nofishnonothing’ to add more fish.
It’s a clever way of highlighting the effects of overfishing while boosting Kenzo’s profile through its alignment with an environmental cause. What do you think of the stunt?
[via PSFK and Fashionista, image by Kenzo]