Acid Survivors Trust International (ASTI) has recruited world-renowned photographer Rankin to help amplify a new campaign that aims to prevent the horror caused by acid attacks.
Developed in partnership with creative agency McCann Health London, Rankin’s creative is centred around a ‘Look Book’, an essential fashion industry guide to the latest styles and fabrics, titled ‘Tear Couture’.
Featuring acid attack survivor Patricia Lefranc as his model, the photographer brings to life the devastating effects of acid attacks, with a focus on its unfortunate links to the fashion, textiles, retail and manufacturing industries.
“I have a special affinity with the fashion industry and I’ve been delighted to see the changes that have taken place within the industry in recent years to make it more sustainable and responsible,” said Rankin.
“When ASTI explained to me the issue of acid misuse within supply chains, I knew I had to take action.
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Including a foreword by Princess Anne, the creative uses fabric and textiles to highlight the core issues of the problem and tells Lefranc’s personal story of pain and suffering.
The ‘Look Book’ even contains Lefranc’s teardrop printed on silk.
Through this campaign, the campaign group and survivor’s charity ASTI is hoping to galvanise the industry into adopting more rigorous processes for a more tightly controlled supply chain, and to encourage fashion, retail and textile business leaders to improve overall standards of acid control.
McCann Health London executive creative director, Guy Swimer added: “We needed to talk to the fashion and retail industries in a language that was specific to them, but with a hard-hitting message.
“We hope Patricia’s bravery to tell her story can help stop these attacks.”
