World Media Fashion First: I Have A Dream

Premium digital out of home media owner Ocean Outdoor has collaborated with the fashion designer and human rights campaigner Louise Xin, broadcasting her 2022 Stockholm Fashion Week (SFW) show on large format advertising screens across six European countries. A world media first, the 10 minute out of home broadcast took place on Friday, September 2 in Sweden, Denmark, Norway and the Netherlands (3pm GMT); Finland (4pm GMT); and the UK (2pm BST). The film was shown on large format screens in busy retail locations in eight cities including Amsterdam, Stockholm, Copenhagen, Edinburgh, Helsinki, London, Oslo and Rotterdam. Ocean’s out of home broadcast formed part of Xin’s SFW 2022 couture showcase which included a 15 minute fashion show followed by a debate about the future of European fashion from a human rights and environmental perspective involving leading figures from the worlds of fashion, culture, politics and activism. Called 'I have a dream', Xin’s couture fashion show opened by addressing the environmental and social impact of fashion with messages and archive footage from human rights and anti-slavery organisations, excerpts from Andrew Morgan’s 2015 docu-drama The True Cost and messages from child and forced labour survivors. A dance sequence ended with the catwalk show itself featuring 10 gowns and an over-arching hopeful message of unification, collaboration and new beginnings. Xin’s all white 2022 women’s collection is a mixture of upcycled, deadstock and new fabrics. One of the dresses is made from fabric gifted by a Uyghur forced labour survivor featuring the traditional Uyghur Atlas pattern.