The Earth Issue and Loutre united on this campaign in support of the voice, vision, and community of commonPROPAGANDA, a network of artists and activists in Cape Town. Dedicated to curating spaces that encourage critical engagement and creative expression, their mission is to inspire social responsibility through the use of caring learning methodologies and art.
Loutre is proud in its stance on mindful practices, “Let’s make caring a cool thing”.
The collection gives oversized and upcycled; they have produced a fresh take on sustainable streetwear.
The garments are made with offcuts, low impact materials and conscious processes. The hand printed T-shirt was created in collaboration with commonPROPAGANDA, and 100% of the proceeds of the limited-edition tees will be directed to the collective.
“The design is a reference to a commonly used graphic guide for sustainable design. Two circles overlap, one representing ‘good for the planet’, the other ‘good for the people’. The overlap represents the ideal of sustainable design.
In our tee, the ‘Community of Enquiry’ occupies that space, not as a solution to sustainability but rather as an ongoing commitment towards one.”
The team that brought this together is a reiteration of the message of the campaign.
This grounds the entire shoot in parallel with the purpose.
The cast is made up of friends of commonPROPAGANDA.
Elena captures a powerful narrative surrounding connection; with one another, with nature, with self. The images are gentle, proud, authentic. We feel this overwhelming sense of togetherness. Jeremie’s styling gives us cool ease. The use of material and shape in contrast is harmonic. And, it still feels close; like pieces you could have in your cupboard.
The visual effect is round, circular, rotating back into self.
“Using art as activism and education,” commonPROPAGANDA is a progressive, informative and communal attempt to stimulate social awareness and political engagement. Their sessions and meet ups range across different activities and motivate varied subjects of enquiry. The consistency is found in the welcoming and inviting energy, and the obvious passion for understanding and sustainability.
They stain with a hopefulness that is backed up by action.
PRODUCER : THE EARTH ISSUE + LOUTRE
PRODUCTION MANAGER :
CREATIVE DIRECTON :
ELENA CREMONA + LOUTRE
ASSISTANT CREATIVE DIRECTION :
PHOTOGRAPHER : ELENA CREMONA
STYLIST : JEREMIE BISIMWA
JEREMIE BISIMWA + JASON HARTZENBERG
IVIWE YEKANI, MILASANDE MBIZA,
JAROD GAIDIEN, KYRA WILKINSON,
ROBIN JORDAAN, JAN COWEN-SCHOLTZ,
BISIMWA SIBLINGS, JEREMIE BISIMWA,
DYLAN CHIRO, ALEXANDER JONES III,
SEAN FRY, KIARA BURROWS, CAROL KHAAS,
GRAPHIC DESIGN : DIPO KAYODE-OSI + LOUTRE
WORKSHOPS : DENISHA ANAND, ROSE-ANNE REYNOLDS, RAEEZ KILSHAW
COPY EDITOR : JODI REDELINGHUYS
SUPPORTED BY POLAROID