MELBOURNE: Cotton On has enlisted designer Kym Ellery as part of a charity initiative to raise funds for depression foundation beyondblue.
Ellery and eleven other creatives have designed T-Shirts to sell in Cotton On stores. Each T-shirt will retail for $24.95, with $10 from the sale of each going to beyondblue.
The T-shirts will have a code to access an online music video by The Temper Trap, featuring a technology called Augmented Reality. This blurs the line between what is real and what is computer generated.
The team of 12 creatives also includes Cosmopolitan fashion editor Sarah Bonett, models Amy Findlayson and Rhys Uhlich and photographer Cory White among others.
Pitched at a teenage and early twenties market, the T-shirt designs are to highlight the theme ‘Talk About It’, to raise awareness of the issues of depression and anxiety.
COTTON ON FOUNDATION: beyondblue campaign.
