RABBIT
Project realised in collaboration with Alessandro Matrone, Andrea Merlonghi,Aniello Luca Migliaro, Sara Monti
RABBIT is a start-up born from a detailed analysis of Stella McCartney, an all-round brand, and from its commitment to sustainability. For the first time, the brand makes its way into the make-up world, presenting Rabbit, a 100% vegan and not tested on animals lipstick collection.
The Rabbit Collection is named after the cruelty-free logo. It is a collection of vegan lipsticks, made out of organic and sustainable products.The nuances go from a light brown to a bright red, a dark red and pastel pinks. The packaging is coherent with the vegan and eco-friendly idea behind the product. It is made out of sustainable and reusable plastic, wrapped into a recycled cardboard.
The launch will be anticipated by a series of three teaser videos that will be uploaded on Stella McCartney’s website two weeks before the collection drops. The teasers will be directed by the girls from feminist magazine Ramona. The videos will feature singers Grimes, Mø and rapper M.I.A. In the teasers, they will play with Stella McCartney’s 100% vegan lipsticks.The artist whose video will have the most views three days before the launch will perform at the official event, at the iconic Abbey Road Studios in London. Ten lucky winners will have the opportunity to be invited to the exclusive party: they will be chosen among the people who used the #StellaGoesVegan hashtag on socialmedia, suggesting a useful way to recycle.