Premium digital out-of-home media owner Ocean Outdoor has partnered with designer and human rights activist Louise Xin, broadcasting her Stockholm Fashion Week 2022 (SFW) show on large-format advertising screens in six European countries .
A world media first, the 10-minute out-of-home broadcast took place on Friday 2 September in Sweden, Denmark, Norway and the Netherlands (15:00 GMT); Finland (16:00 GMT); and UK (2pm BST).
LOUISE XIN – I Have a Dream – OCEAN OUTDOOR from Ocean Outdoor on Vimeo.
The film was shown on large format screens in retail-heavy locations in eight cities including Amsterdam, Stockholm, Copenhagen, Edinburgh, Helsinki, London, Oslo and Rotterdam.
Ocean’s out-of-home broadcast was part of Xin’s SFW 2022 fashion showcase, which included a 15-minute show followed by a debate on the future of European fashion from a human rights and environmental perspective, including leading figures from around the world of fashion, culture, politics and policy and activism.
Called “I Have a Dream,” Xin’s fashion show opened by addressing the environmental and social impact of fashion with messages and archival footage from human rights and anti-slavery organizations, excerpts from Andrew Morgan’s docu-drama e 2015’s “The True Cost” and messages from children and survivors of forced labor. A dance sequence concluded with a 10-dress catwalk show and a hopeful message of togetherness, collaboration and new beginnings.
Xin’s 2022 all-white women’s collection is a mix of new, recycled and new fabrics. One of the dresses is made from fabric donated by a survivor of Uyghur forced labor that features the traditional Uyghur Atlas pattern.
Ocean Outdoor Sweden’s head of marketing Johan Lööf said: “Louise’s label and her humanitarian work address two important issues – sustainability and a proposed EU ban on imports from businesses that use forced labour.
“This is the first time a fashion show has been broadcast simultaneously across multiple outdoor screens, highlighting two important sustainability and anti-slavery messages that, as a business, Ocean wants to support and share.
Louise Xin said: “It’s been absolutely the most beautiful and powerful experience to see people from so many different fields and industries coming together, collaborating for something bigger than us.
“For this show I have brought together the fashion industry, the creative industry, human rights organizations and advocates around the world, decision makers, diplomats, and thanks to Ocean we are engaging and raising awareness for customers. Together I truly believe we can create a better future. There are many ways to change the world. Let’s start with clothes.”
Xin’s one-of-a-kind fashion label appears on red carpets, magazine shoots, and in museums and galleries.
