Jan 03, 2018 | By Sandra Halliday
Aug 03, 2010
Acting as a platform to encourage a more environmentally friendly lifestyle, Be Cycle & Fashion is an initiative linking 12 designers with 12 Peugeot fixed-gear bikes. The goal is to raise eco-awareness through sustainability and fashion. With eventual auction proceeds going towards charity, designers including Agatha Ruiz de la Prada, Marithé + François Girbaud, Kenzo Takada, Jean-Claude Jitrois, Antik Batik, Ora Ito, Swarovski, Ylan Anoufa were encouraged to embellish, adorn and invigorate each frame with color and positive energy.
Created in collaboration with PR company Idenium, sustainable-news TV channel “La Chaine du Coeur”, and Peugeot, the Be Cycle & Fashion range of custom fixed gears will be auctioned off during an upcoming TBA soirée at Paris’ Palais de Tokyo in October. Proceeds will benefit ACT responsible (Advertising Community Together), a non-profit organization with the goal “to federate, promote, and inspire responsible communication on sustainability, equitable development and social responsibility.”
Watch a “making of” video here, and stay tuned for coverage of the auction later this year!
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.