KENZO'S PLIGHT FOR THE OCEAN

Kenzo’s digital pop-up installation promotes ocean conservation.

"No Fish No Nothing" read the slogan on some of the sweatshirts on the runway of Kenzo’s Spring/Summer 2014 show.

The label had struck up a partnership with Blue Marine Foundation, an ocean conservation group that focuses on the fight against overfishing.

The interactive pop-up shows a virtual aquarium. As viewers watch the fish swim around the screen, 30% slowly begin to disappear.

But should a person then purchase a #NoFishNoNothing item from the collection some little fish appear back in the aquarium as a symbolic representation of how the consumers funds will help keep fish in the world’s oceans.

Fish also appear every time someone posts an Instagram photo of the pop-up with the corresponding hashtag.

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