Our Future Matters Kwabena Devonish THIS IS THE MESSAGE IN RAEBURN’S COLLABORATION WITH AUB FASHION STUDENTS
On Tuesday 11th February Raeburn launched its pop-up in collaboration with 7 fashion communication students from Arts University Bournemouth. This pop up was tactile and immersive with a socially and environmentally important message running throughout. In a bid to connect with young people on issues that affect them, Raeburn asked the students to show them what matters in this pop up. Each student created their own part of the pop-up tackling a different issue they believe the youth are facing right now and how Raeburn would tackle it. The atmosphere was a buzz with fellow student, staff and creative professionals from the Bournemouth area. There was a strong sense of colour throughout the pop up. Not just Raeburn’s signature orange and white but also soft browns of the cardboard, wooden pallets with contrasting black and yellow of the caution tape. The projections on the walls had a mesmerising quality to them with psychedelic patterns. The message of Reduce, Remade, Recycle was deconstructed and rearranged, encouraging you to rethink this philosophy. On arrival visitors are greeted with a visual map of the space breaking down each section. Each and every section was a real talking point. A number of students curated their space based on the current bush fires in Australia. Every state in Australia has suffered but New South wales has been hit the hardest. #RaeburnRecuse was the name of one student’s campaign. Featuring adorable illustrations of animals and wildlife affected by the fires. Another student curated their space based on the impact on plastic in our waters. This piece was very visually striking.
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The use a net as a reflection of our seas and oceans with an overwhelming amount of plastic tangled amongst it, it demonstrated the severity of plastics in our water. Another student drew on the topic of mass serve lance, showcasing startling facts such as “The average UK citizen is caught 300 times per day on CCTV”. All of the issues the student addressed were poinient, current and created a much-needed discussions at grass roots level and in industry. We asked one of the students involved what it was like to work with Raeburn on such a big project. “It’s really exciting to know that a huge brand like Raeburn cares about what we think and trusts us enough to create work for them. We had a trip to their London workshop at the beginning of the project to learn more about the brand and we had a great time. We got to learn about their design process and the different materials they use. We got to appreciate how passionate they are about making a change in the industry. That kind of passion gives us young people hope for the future. My future matters and more brands need to be aware of how they impact that.” If luxury fashion is to survive in this increasing Gen Z lead world, brands need to look to the youth for the solution instead selling them a solution. This collaboration is a great example of connecting with an audience on their level and allowing them to be their own voice. More and more young people are leading the way by advocating for positive change. Licypriya Kangujam, the 8-year-old Indian climate activist is inspiring young people all across the world. Protesting outside parliaments demanding governments pass laws to deal with climate change and calling for a change in the system. These kinds of actions are causing governments, industries and individuals to take note and act. This pop-up is a great step towards creating a better future for the next generation.