LOUTRE SS22 in support of commonPROPAGANDA; reaching far beyond the material.

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 X COMMON PROPAGANDA

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.

LOUTRE X COMMON PROPAGANDA
LOUTRE X COMMON PROPAGANDA

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.

LOUTRE X COMMON PROPAGANDA
LOUTRE X COMMON PROPAGANDA

“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.”

LOUTRE X COMMON PROPAGANDA
LOUTRE X COMMON PROPAGANDA

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.

LOUTRE X COMMON PROPAGANDA
LOUTRE X COMMON PROPAGANDA
LOUTRE X COMMON PROPAGANDA

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.

LOUTRE X COMMON PROPAGANDA

“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.

TAKE A TEE FOR THE CAUSE

LOUTRE X COMMON PROPAGANDA

CREDITS

PRODUCER : THE EARTH ISSUE + LOUTRE
PRODUCTION MANAGER :
COMMON PROPAGANDA
CREATIVE DIRECTON :
ELENA CREMONA + LOUTRE
ASSISTANT CREATIVE DIRECTION :
JEREMIE BISIMWA
PHOTOGRAPHER : ELENA CREMONA
STYLIST : JEREMIE BISIMWA
CASTING :
JEREMIE BISIMWA + JASON HARTZENBERG
CAST :
IVIWE YEKANI, MILASANDE MBIZA,
JAROD GAIDIEN
, KYRA WILKINSON,
ROBIN JORDAAN, JAN COWEN-SCHOLTZ,
FATIMAH-ZAHRA HENDRICKS,
BISIMWA SIBLINGS, JEREMIE BISIMWA,
DYLAN CHIRO, ALEXANDER JONES III,
SEAN FRY, KIARA BURROWS, CAROL KHAAS,
IDRIS NOORDIEN
GRAPHIC DESIGN : DIPO KAYODE-OSI + LOUTRE
WORKSHOPS : DENISHA ANAND, ROSE-ANNE REYNOLDS, RAEEZ KILSHAW

COPY EDITOR : JODI REDELINGHUYS

SUPPORTED BY POLAROID

LOUTRE X COMMON PROPAGANDA
LOUTRE X COMMON PROPAGANDA
LOUTRE X COMMON PROPAGANDA