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magneticNorth launches ‘ethical fashion’ online presence for the BBC |
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Monday, 28 April 2008 |
Design agency magneticNorth (mN) has created a website/magazine - Thread - for the BBC to co-incide with the launch of a new four-part series on BBC Three called Blood, Sweat And T-Shirts.
The digital offering is aimed at younger fashionistas who “care about where their clothes come from.” Research commissioned by the Beeb suggests that issues surrounding ethical fashion have moved beyond marginal interest and into the mainstream for younger people.
The programme first aired last week.
The website carries the strapline ‘Thread – Fashion Without Victims’.
The site’s stance is that “Ethical fashion is fashion that has been made, worn and passed on in a way that looks after people, animals and the environment. The clothes we feature in Thread support this approach, making us essential viewing for fashion-conscious people who care about where their clothes come from.”
Elizabeth McKay, a BBC executive working on the project said: "We are delighted with the design and functionality of the Thread site. It is innovative, surprising and beautifully designed and we are sure that it will connect with our fashion-conscious audience."
mN was tasked to create a site that felt more akin to a magazine than website.
Brendan Dawes, creative director at the agency said: "The last thing that the client wanted was for this to look like a typical ethical fashion site or a typical BBC site. It definitely can't be accused of being either."
mN has undertaken several other projects for the BBC in recent months including work about Kew Gardens and for food programmes.
The agency’s other clients include Coca-Cola, Urban Splash, MMU and Kellogg's.
Thread can be found at: www.bbc.co.uk/thread
www.madebymn.co.uk
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