UNIQUE CLOTHING LINE SPREADS THE WORD
Posted on 20 februari, 2015 by Reflection Company
Name: Reflection Collection
Client: Kvinna till Kvinna / Women to Women
Artist: Linda Nordfors
In short: The Kvinna till Kvinna Foundation strengthens the organisation of women in conflict regions. The goal is to promote women’s rights and peace. This is not an easy conversation subject. To grasp the work they are doing and the work that needs to be done takes time, interest and compassion. So how could Kvinna till Kvinna reach out to a broader group of women, how could they start communicating with those who do not necessarily look for this kind of organisation of their own accord? This was the year before they got the Right Livelihood Award, also known as the ”Alternative Nobel Prize”, and their group of supporters in Sweden was dedicated but still to limited. By making a unique clothing line for Kvinna till Kvinna that communicated the key elements in their work, promoting these clothes in shops in Stockholm, Gothenburg and Malmo and arranging a fashion show, Reflection Company helped Kvinna till Kvinna to start expanding their interface towards women i Sweden.
Kvinna till Kvinna literally means ”Woman to Woman”. Kvinna till Kvinna’s vision is a world with sustainable peace based on democracy and gender equality, in which conflicts are managed through non-military means. It envisions a world where human rights for women, men, girls and boys are respected, and all people are able to feel safe and secure. Women should have power and influence over decisions, and be involved as actors in the economic and political development of society to the same extent as men.
In the words of the artist:
I remember I was really captivated by the work of Kvinna till Kvinna. Who wouldn’t be? And I wondered, what does it really take to be devoted to this kind of task, both in Sweden and in countries like Lebanon, Armenia and Serbia? Which are the human qualities and perspectives that enable such a strength, fearlessness and persistency? I looked, asked and found three aspects that seemed fundamental and each one of them got a symbol on a garment.
The jacket got the symbol of wholeness and consistency. The skirt got the symbol of time and transformation. The trousers got the symbol of power and humility. We called it the Reflection Collection.
When we did the fashion show the room was jam-packed with people, people who wouldn’t have gone to an ”ordinary” information meeting about Kvinna till Kvinna. And the feedback we got from stores was great, women reading on the tags and engaging with this issue, maybe for the first time. Ever.