Save Our Seas Campaign | RUBY

posted in Editorial, Fashion, Mermaid, Underwater Photography

Save Our Seas Campaign | RUBY

“As an independent brand with sustainability at their heart, RUBY use their position to raise awareness of environmental issues. They ran an anti-fracking campaign, and are now creating awareness for marine protection via their ‘Save Our Seas’ (SOS) campaign. The images weave in mermaid mythology to introduce key, critical messages about our oceans and how human behaviour is negatively impacting on the environment. Based on the Hawaiian proverb “Care for the ocean and the ocean will care for you”, the beautiful campaign was shot by South African underwater photographer Ilse Moore, whose ethereal style sat perfectly with RUBY’s key message.” –

It was incredible to work with RUBY on something that is so close to all our hearts and we love how she created the beautiful up-cycled bra cups for the mermaid tails.
Underwater Photography: Ilse Moore
Art Directing: Ilse Moore

Copy Writer: David Gimpel, RUBY
Lingerie and Jewelry: Robyn Lidsky, RUBY Lingerie
Make-up Artist: Maureen Grobler
Underwater Lighting Assistant: Sean Moore
Models: Elsa Bleda, Courtneigh Sinead Jacobs

S.O.S Campaign Images:





A few more from the same series:



The above image was also featured as the cover of The Afropolitan, Issue 37




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