THE CONCEPT
For centuries, fashion labels have included military lines in their collections, glamourising war.
What if each item combined military design influences from at least three, non-allianced countries, making it 100% neutral?
Based on this blueprint, a brand could run a design competition on social.
The winning designs could be produced as a one-off capsule, and auctioned for conflict-related charities such as Unicef and Ukraine Appeal.
Examples above:
– A jacket with army and navy uniform elements from 250 AD Rome, 1917 Russia and 1990s Argentina.
– A dress with European, Indian and Japanese medieval chainmail patterns. Chainmail could be mimicked with Modeclix 3D-printed, recyclable, wearable plastic fabrics.
LABELS SHOW THE NATIONALITY OF EACH MILITARY INFLUENCE
The history/ story of each influence can be included in the item label and/or displayed via AR.
VIRAL PROMOTING THE DESIGN COMPETITION
Armies of men and women tear themselves to pieces.
Then the pieces start stitching themselves back together in un-uniform ways.
A general made from assorted parts of rival soldiers and horses walks towards us, announcing the competition details.
OOH/ PR PROMOTING THE DESIGN COMPETITION
Next to the National Army Museum, London.
METAVERSE SKINS
The winning designs from the competition could also be produced as virtual Metaverse items.
In which the military design influences could continually change.