Keep­ing Busy

WWD Digital Daily - - Fashion Scoops -

Vir­gil Abloh has added a new role to his CV: creative ad­viser for sus­tain­able in­no­va­tion de­sign at Evian.

The founder of Off-White and creative di­rec­tor of Louis Vuit­ton's men's line is to help the min­eral wa­ter com­pany, owned by Danone, make its de­sign process more sus­tain­able.

“Evian is an iconic brand with a strong her­itage in fash­ion and cre­ativ­ity,” the de­signer said in a state­ment. “Its sus­tain­abil­ity am­bi­tions align with my own. To­gether we can push bound­aries and ex­plore new ar­eas of revo­lu­tion, paving a bet­ter fu­ture for gen­er­a­tions glob­ally.”

The an­nounce­ment comes as Evian steps to­ward its goal of be­com­ing a 100 per­cent cir­cu­lar brand by 2025: By this date, the com­pany aims for all its wa­ter bot­tles to be made out of re­cy­cled plas­tic.

Ac­cord­ing to the state­ment, Abloh will both help de­sign

Evian fu­ture prod­ucts and

“use his wide-scale plat­form to en­gage his au­di­ence and raise aware­ness around the im­por­tance of in­no­va­tion in de­sign and sus­tain­abil­ity.”

An­nounc­ing the col­lab­o­ra­tion via its In­sta­gram ac­count,

Evian play­fully riffed on Abloh's sig­na­ture quo­ta­tion marks: on a makeshift Evian busi­ness card, the de­signer's name is fol­lowed by his new ti­tle, “Creative Ad­viser.”

“Vir­gil is a creative in­no­va­tor who has a de­gree in civil engi­neer­ing and a CV that in­cludes ev­ery­thing from creative di­rec­tion to award­win­ning fash­ion de­sign,” Pa­tri­cia Oliva, global mar­ket­ing vice pres­i­dent of Evian, was quoted say­ing in the state­ment. “Vir­gil is the em­bod­i­ment of the next gen­er­a­tion's pos­si­bil­i­ties.”

Abloh's first project for Evian is to be be un­veiled dur­ing fash­ion month next Fe­bru­ary and March.

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