Evian, the official water of Dubai Fashion Week (DFW), has brought its new “Live Young” campaign to this year’s event. Inspired by its Roller Babies campaign that went viral last year and became the most watched online video of 2009, Evian has commissioned 15 designers to express their interpretation of “Live Young”. As a result, a collection of 15 designer T-shirts will be featured at Dubai Fashion Week and auctioned for the benefit of Dubai Cares.
Enrique Hormigo, Evian’s Marketing Manager, explains how figures from the world of art and fashion have always recognised the youth-enhancing benefits of water: “Andy Warhol once said, ‘Since people are going to be living longer and getting older, they’ll just have to learn how to be babies longer.’ Evian’s Live Young campaign has successfully illustrated how drinking pure water from the pristine Alps every day helps you feel young.”
Created by established designers especially for this project, each T-shirt sets out to cement the link between the water and youthful existence. Through the use of baby images on each piece, Live Young has generated an enduring symbol of youth, life-giving qualities of the world’s favourite mineral water.
The couturier line-up includes names from across the world, including Aiisha Ramadan, Contessa Haute Couture by Aly Fawaz, Ekta Singh, HSY by Hassan Sherheryar Yasin, Michael Cinco, "House of glaMO" by Mohammed Sultan Al Habtoor, Muraad by Pamela Phaphongphanit, Nariman Zeidan, Pepper by Uma, Salma Khan Fashion House, Shrekahnth, Toby by Hatem Alakeel and Walid Atallah Fashion Design and Z for Z by Zaeem Jamal.
Each item is an exclusive one-off. Models will take the pieces to the catwalk alongside jeans from the Miss Sixty and Energy collections during a fashion show that takes place at Emirates Towers on the 6th of April at 3:15pm. There, attendees can also visit the Evian lounge and have their picture taken in one of these statement T-shirts.
'The Live Young shirts will once again be on display on April 6 for their own fashion show, before they are put to auction in aid of charity. Held at Al Quoz’s Carbon 12 gallery on April 8, representatives from Evian and Dubai Cares will attend, and all proceeds will benefit Dubai Cares in support of its efforts to provide children access to clean drinking water in schools globally."
All 15 Live Young T-shirts capture an enduring image of Evian’s youthful character.