The Project
Napapijri is a brand that is strongly focused on sustainability. To show their commitment, they launched a collection with a sustainable approach to fashion with their eco-focused, Futurewear by Napapijri Collection.
A greener approach to an urban life filled with frenzied chaos, the Brand presented a collection “products of the future”. As suggested by the line’s name, innovation is the inspiration behind these garments. The brand returns to its origins by molding a new future, one fueled by love for the planet.
Photo by Golab Agency
Editorial Development
To launch the collection on social media and to take action for Green Week 2019, 3 artists joined in promoting this important message to future generations and all of Milan. Using Airlite Paint, 3 large-scale murals were painted across Milan.
The artists involved, Camilla Falsini, Giorgio Bartocci, and Moneyless, each had their own unique interpretation of the future of sustainability and helped to physically reduce CO2 particles through their artistic process. For social media, we captured the the making of these eco art pieces, showing off the behind the scenes process with each artist.
The culmination of weeks of planning, the collection was launched with an exclusive event on the rooftop of the famed Milanese, Terrazza Martini.
3 Walls. 3 Artists.
Murals , artists from left to right: Giorgio Bartocci, Moneyless, Camilla Falsini
Event Teaser for Napapijiri's Instagram Account
Terrazza Martini
Client: Napapijri for Milan Green Week 2019
Agency: IdLab Studio, in collaboration with GoLab Agency
Role: Master Student Intern - Live Coverage, Editorial Development, Copywriting
