LONDON, UK — Acid Survivors Trust International (ASTi) has enlisted the help of renowned British fashion photographer Rankin on a brand new campaign that aims to prevent acid attacks. Partnering with McCann Health London, an IPG Health company, Rankin has created a Look Book – an essential fashion industry guide to latest styles and fabrics.
Using acid attack survivor Patricia Lefranc as his model, Rankin has created standout photography for the “Tear Couture Look Book” to highlight the devastating effects of acid attacks, and in particular the specific link to the use of acid in the fashion, textiles, retail and manufacturing industries. It raises awareness of the issues associated with acid violence in a format that is familiar to those industries.
With a foreword by HRH The Princess Royal, the campaign follows the format of a traditional fabric swatch Look Book as commonly used in the fashion industry. Using fabric and textiles to highlight the core issues it tells Patricia’s personal story of the pain and suffering she has endured, illustrated by portraits of Patricia by Rankin and with Patricia’s own teardrop printed on silk.
With this campaign, ASTi aims to engage industry partners to strengthen processes for a more responsible supply chain. The book is being shared with fashion, retail and textile business leaders to encourage them to engage with ASTi in helping improve standards of acid control. Reference copies will also be shared in libraries in the hope that it will become part of the conversation around ethics and sustainability in the fashion industry.
Rankin commented, “I have a special affinity with the fashion industry and I’ve been delighted to see the changes that have taken place within the industry in recent years to make it more sustainable and responsible. When ASTi explained to me the issue of acid misuse within supply chains, I knew I had to take action.”
Guy Swimer, Executive Creative Director at McCann Health London, added, “We needed to talk to the fashion and retail industries in a language that was specific to them, but with a hard-hitting message. We hope Patricia’s bravery to tell her story can help stop these attacks.”
Jaf Shah, Executive Director of ASTi, said, “Industry has a key role to play in stopping incidences of acid attacks. With their support we aim to partner with businesses and make the changes needed to achieve this goal together.”
