In between the comeback of the Punk Rock era’s #SafetyPinMovement and the Business of Fashion’s #TiedTogether fundraiser initiative, ACTVSM dreamed up Stronger Ties, an editorial that used ties as a symbol of unity. The feature employed visual storytelling as a tool to communicate that we must stand together in the face of political unrest.
Fashion is known to reflect the zeitgeist of socioeconomics around the world, however we noticed that the industry as a whole was late to acknowledge the most recent uprising of political disillusionment. We identified a clear opportunity to speak on America’s current political narrative and are extremely pleased that features like this one have become the norm.
While most established fashion media waited to speak up after the uprising over the election of President Trump, End Paper was eager to make a statement immediately. They preemptively identified this editorial story as a piece that would speak to the American social climate by the story’s release date.
The purpose of Stronger Ties was to promote a positive statement of unity through traditional fashion storytelling. Our message resides in the styling details of the ties. Rather than employing facts and figures to do the talking, we relied upon the emotions portrayed visually throughout the story. As Tali Sharot, a cognitive neuroscientist at University College London, points out feelings make us change our minds more readily than thinking.
Stronger Ties was created by individuals working within the fashion industry in collaboration with strong fashion brands (think Helmut Lang, Tibi, Maiyet, and Charlotte Chesnais) for End Paper’s fashion-oriented audience to digest. This 360 inclusion of the industry meant diverse perspectives were honored, all while promoting a theme of unity.