Barcelona Cultura

A collection of maternity wear for teens, awarded with the ADCE Creative Distinction

Every year, seven million girls and teens from developing countries become mothers. In order to denounce it, the Finnish branch of the NGO Plan International has allied with Paola Suhonen, one of the most respected fashion designers in the country, in order to create a fashionable collection that should never exist: maternity clothing for 12-year-old girls.

The campaign, which was conceived by Finnish agency hasan & partners has had an exceptional impact on social media and within the Finnish communicty. For this reason, the Art Directors Club of Europe (ADCE), located in the Disseny Hub, has decided to award the campaign with Creative Distinction, a special award that recognizes creative works that have an unprecedented impact.

"I have designed a collection that I do not want to sell, and that should not be necessary," said designer Paola Suhonen of the creation. Entitled 'Hamptons' in honor of one of the most popular children's fashion styles in fashion magazines, the collection is made up of six maternity dresses made with white or tinted pastel blue fabrics. The cutting and stamping of animals or stripes remind us of the raw reality: these are pieces that are part of a children's collection, designed for girls.

For the launch of the campaign, the pieces of the collection were exhibited in the storefronts on the most popular shopping street in Helsinki. A 12-year-old girl from Zambia, eight months pregnant was transformed into a model for the campaign by the photographer Meeri Koutaniemi, who took the photographs and shot the fashion film.

It was an authentic success. Childhood pregnancy became a trending topic in Finland and the message reached 70 million people. In addition, the number of donors per month increased by 40%, and the number of sponsors multiplied by seven.

The Creative Distinction is an independent award at the annual ADCE Awards. In previous editions, it has been awarded to the 'Meet the Superhumans' campaign by 4Creative and the 'Peace 4 Paris' symbol designed by illustrator Jean Jullien in response to the Paris bombings in 2015

 

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