'Elephantasia' is a fashion campaign organised by an environmental fashion group named 'Fashion for Conservation (FFC). FFC was founded by Nazanine Afshar (Art Director, British Vogue), Dr. Samantha Zwicker (Wildlife Conservationist, Hoja Nueva) and Ava Holmes (Fashion Week/Event Producer).
FFC focuses on wildlife conservation through fashion campaigning as well as environmentally friendly and ethical fashion. Elephantasia, their latest campaign, is focused on conservation and preservation of elephants. Elephants are endangered species. Despite the rapidly decreasing population and pretty much worldwide hunting ban, elephants are still being killed by poachers for their ivory. The main ivory markets are in Asia and predominantly China.
Fashion for Conservation reaches out to the fashion audiences. The Eelephantasia show, during London Fashion Week SS18 in September 2017, ended with an educational presentation about elephants and wildlife by Dr. Samantha Zwicker. Ava Holmes introduced the campaign and the FFC mission. The team also introduced donation packages, which individuals can purchase to contribute towards conservation of endangered species.
The show presented a cohesive collection of outfits, each one created by different designer. Elephant inspired silhouettes, motifs, colour palette and styling dominated the runway. The finale piece, created out of upcycled textiles, reflected a sombre y mood. The garment was as majestic as the elephant and the design exhibited elements of grandiose virtuosity. Rene Garza is the designer who created this piece. Rene works for Magpies and Peacocks, a non-profit design house.
VIP guests, models and the production team had a white X symbol painted on their hands. White X symbolises extinction. The show started with shamanic chanting by Colombian shaman Anthar Kharana. Bare feet, he danced on the runway. He also sang live throughout the duration of the show.
Fluorescent orange backpack made an appearance. I found this piece particularly interesting. The backpack was made of Pinatex. Pinatex is created out of reprocessed pineapple husks, made into leather like material. Pineapple husks dry into woodchip like waste material, which is not reused and/or recycled in any way. I saw Pinatex as a concept material with its first prototypes at Royal College of Art students’ exhibition a couple of years ago. It can take an enormous amount of time from research and development and prototyping to actual production of new materials. Hence why it was exciting to see this material being used in production of stylish accessories. Scottish designer C. Nicol created this marvellous piece worn with a jumpsuit by Rachel Allan. C. Nicol’s leather accessories appeal to my taste and I am looking forward to vising her shop in Soho, London.
After the show and the presentations, guests were invited to a cocktail and chocolate tasting reception. The reception focused on further PR of Fashion For Conservation campaign. I attended the reception and chatted to the ‘Elephantasia’ and the FFC team. The chocolate tasting was an interesting and inciteful experience. I got to see cacao beans in real life. These are giant, obolid shapes with a walnut like shell and texture, just much thicker. My designer instinct kicked in immediately and I started dreaming of fashion and textiles ideas inspired by the cacao bean.
I was informed that FFC is organising a fashion show in the rainforest of Peru in 2018. The show will focus on conservation of the rainforests this time. Participating designers will run workshops aimed at the local communities in Peru.
The event and the campaign left an impression. I decided to interview Ava Holmes and talk more about her mission and motivations regarding FFC. I am currently editing the audio from the interview and I will be creating a short video to complement it.
Photography & Editing: Magda Durka Writing: Magda Durka Show space: Vauxal Fashion Scout, Freemasons Hall, London
