Tiger Beer has teamed up with Kenzo and WWF for a fashion range that highlights the plight of wild tigers, with the individual stories of real-life tigers being told directly via the garments themselves.
Kenzo co-creative directors Humberto Leon and Carol Lim picked four young artists to create the limited-edition Rare Stripes collection. As seen in this video, the four artists, hailing from Cambodia, Malaysia, Singapore and the U.S., drew inspiration from a trip to Cambodia where they worked closely with Leon and Lim to design the collection and heard from a WWF wildlife specialist first-hand about the plight of individual wild tigers. The stories about the named tigers are not only incorporated into their designs, wearers can also scan a QR code on each garment that will lead them directly to further content about that particular tiger.
The fashion range is available from selected Kenzo retail stores internationally from the beginning of August. 100% of the proceeds will go to WWF in support of wild tigers. Take a look at some of the gorgeous designs here.
Agency Marcel Sydney worked on the project, which was a year in the making.