We recently introduced you to Italian brand Replay’s Laserblast concept, a fab new method of giving their jeans a worn-in vintage look using mineral pigments. Today, June 16th, Replay launches its new Laserblast L.I.F.E. Ad Campaign. For the unveiling of the innovative Laserblast L.I.F.E. collection, Replay champions real-life activists as models.
The Replay Laserblast L.I.F.E. capsule collection combines the innovative and eco-friendly Laserblast technology, which dramatically reduces water consumption, and the use of colored minerals.
To bring to life the eco-credentials of this distinctive line, Replay has cast models with a world-leading ethical stance – the real-life activists transforming the way we live today.
These Eco-Warriors for L.I.F.E. all share an irrepressible passion and spirit; they truly embody the attitude of this singular collection and Replay’s rebellious spirit. Norwegian-born model and actress Aleksandra Orbeck-Nilssen has her own wildlife conservation trust, Nanofasa, and is a leading spokesperson for African environmental issues around the world.
The other protagonist at the heart of this campaign is Enok Groven, the Norwegian founder of Fashion Against Climate Change. This is a well-respected newsgroup and blog focusing on environmental issues with a bearing on the fashion industry.
This bold campaign, which features graphic depictions of clashes between activist rebels and heavily armored authority figures, will be launched today, June 16th, on the Replay website and social media. It comprises a dramatic two-minute film, championing the Eco-Warriors’ determination to fight for the environment with authentic campaign images, to be launched at Replay stores around the world and via digital advertising.
Replay Laserblast L.I.F.E. is available on the Replay on-line shop and in selected Replay Stores.