Land is a personal project born out of the sheer frustration from the rise of the far right. I wanted to create something that gave me a voice and had one purpose in mind, to envisage a brand that would support diversity and equality. Land's aim is to break down fashion stereotypes by embracing them in all aspects.
Land is a gender fluid streetwear apparel brand, born from a state of mind, I don't see the world as a series of countries, borders and walls, the earth is simply land and water. Wherever you decide to inhabit you should have the right to be free and not conform to inhumane systems, laws or be in fear of ridicule or discrimination, we are not defined by our color, our gender, sexuality, body or religion, we are all people, human beings and together... we define the land!
It's a tough industry and I needed something that could trigger a reaction across social media, in which I came up with a promotional campaign with a clear message of breaking down stereotypes.
The campaign consisted of a video we shot in Shoreditch with 4 models, each wearing a different garment from the new range, the climax of the ad is the beauty of the burning of a Trump protest sign. The campaign was also aided by the launch of 4 posters that went out on social media, each with key messaging; "Ain't No Barbie", "Define Color", "Look Beyond Your Stigma" and "Boys And Girls!". The campaign has had a great reaction and has helped us reach over 6.5k followers on Instagram in 5 months of trading.
