Freaky Fruit

So ugly it's cute

The challenge

Every year more than one-third of food produced for human consumption is lost or wasted . . . meaning 1.3 billion tonnes of food every year goes unused, with most of the waste coming from discarded fruits and vegetables. Retailers' standards for "edible looking" fruit and vegetables result in 20-50% of farmers' produce never being able to reach the market. This means that around 10% of food wasted in the world is due to appearance alone.

The insight

Create an emotional attachment to "ugly fruit" that starts at a local level to impact the global community.  Through the vehicle of fashion week, gather together movers, shakers, and trendsetters in the fashion industry, and capture their attention with striking visuals to create a refreshed awareness of food waste through lovable characters and cheeky commentary. 

The outcome

An exclusive event celebrating "ugly" through fashion, food, and products, through an haute couture-style show. Creating an event that not only challenges the fashion industry but brings the conversation to creators in the room. 

DIGITALLY ENHANCED POSTER

A series of posters portraying fruit with sassy comments announces the event via print in posters placed around the city. Guests to this event are not only invited personally but also given access via QR codes placed around the city.

Fashion Show

Ugly as fashion

A fashion show in collaboration with brands such as Prada or Moschino who can own the camp runway creates a show engaging in the theme, Portraying "ugly fruit" as the stars of the show using haute couture as the conversation vehicle.

Aperitivo

Ugly as food

After the show, the runway becomes a table laden with food and drinks for the guest. Inviting the guest to share a unique Aperitivo, reusing the runway as a formal setting with highlighted dishes that showcase ugly fruit, on a pedestal of luxury, and yet where models previously walked.