ba&sh: Born Collective - Island Life

In an industry that favours the ‘ego’, Parisian fashion house ba&sh shows the true force of the collective in its latest campaign launched in Europe and China. Drawing inspiration from the origins of the brand, founded by two best friends Barbara Boccara & Sharon Krief, ba&sh celebrates its collaborative beginnings by championing the real female collectives of today. A celebration of inclusivity, female empowerment and personal style, the campaign launches with two real collectives - shining a light on the women in them and celebrating how they come together to become so much more than the sum of their parts. Kicking off the AW21/22 campaign, we meet Paris based multidisciplinary group ‘Bisou Bouche’, a creative powerhouse that brings together artists, producers, stylists, activists, designers, and many more talented women to work on a huge range of projects and events. Coming from the other side of the world we tell the story of ‘Island Life’, a collective based in Hainan, who are introducing Chinese women to the empowerment and sisterhood that the world of surfing can bring, no matter their skill level. With both films directed by up and coming local female talent, Caroline Grimprel and Xiaoyi Zheng, the collective spirit of the campaign transcends the films and images, promoting women-championing-women on all different levels. Like all collaborations, ‘born collective’ will grow and evolve over time, giving us many more opportunities to meet and promote great female collectives of our time.