In this new campaign from Meir Panim, the Relief Centers in Israel, the new ‘winter collection’ is shown from poor and homeless. The campaign is made by Tel Aviv based agency Shimoni Finkelstein Draftfcb.
The idea is to demonstrate the contrast between worshiping a piece of clothing and desperately needing one for survival. A big fashion production, of models wearing used clothes was staged.
Models, defined by their looks and what they wear, stand for glamorous and desirable. By revealing where these clothes come from, the work provides a new perspective on our worship to fashion.
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