Gisele Bündchen's new Campaign for Ipanema Supports Atlantic Forests
by Paula Alvarado, Buenos Aires on 09.24.08
Photo: W Brasil agency.
Brazilian supermodel Gisele Bündchen has showed her interest in the environment before, first with a campaign that showed her wearing a water dress inviting to conserve this resource, and later with the launch of her own green blog.
Now she's back for the latest campaign of her Ipanema flip flop line, this time in a forest outfit with the aim to raise awareness on atlantic deforestation and supporting the well respected organization SOS Mata Atlantica.
How do you plant trees by selling flip flops? Found out after the jump. (Or just click through for more Gisele-licious photos and video.)
Gisele Bündchen's Flip Flop Line Supporting Forest Recovery
Bündchen began designing a line of rubber sandals for the brand Ipanema last year, the first collection launched with a commented ad campaign that showed her wearing a water dress and raising awareness about conscious use of water.
For the second collection of her line, the model has chosen to support the well know organization SOS Mata Atlantica, which watches out the remaining Mata Atlantica or Atlantic Forest in Brazil. More specifically, she's supporting the program Forests of the Future, which seeks to recover gallery forest, the vegetation that surrounds rivers and streams participating in the protection of water.
By a special request of the model and Grendene (owner of the Ipanema brand and also producer of Melissa shoes), SOS Mata Atlantica is planting 25,500 saplings of 100 different species to recover 15 hectares of Atlantic Forest in the Brazilian regions of Campinas and Bahia.
The so called, "Gisele Bündchen of the Future - Seeds" forest will be kept for five years by the mentioned organization with support from the sandals company until the plants are grown. And the model and brand say that by each pair of sandals sold, consumers will be helping support this project.
Even though the sandals per se are not green, Grandene claims to follow green policies recycling 99% of its industrial waste, re-using water, PVC and paint, and encouraging healthy habits in its employees.
See the entire sandals collection and find out more about the campaign on the Gisele Ipanema official website (links below).
Full version of the print ad for the campaign.
The television ad of the campaign, with Bündchen speaking about the importance of seeds.
Links:
:: Via Adnews
:: Gisele Bundchen Ipanema
:: Grendene
More Supermodels that are going green on TreeHugger:
Heidi Klum's green Project Runway
Christy Turlington's Model Charity
Cindy Crawford's Green Habits
America's Next Top Model Green Episode
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- Payless To Launch Green Footwear With Zoe & Zac and Summer Rayne Oakes
- Runners World Chases Down the Green
- Never Feed Them After Midnight! Gremlins look-alikes Pygmy Tarsiers Found after Being Hidden from View for 80 Years!
Gisele is definitely doing a great job of making green sexy.
Oh please. I guess maybe it will make a tiny dent in the damage done by the Victoria's Secret corporation she works for, whose catalogues have infamously been well-documented and well-known to be the cause of massive amounts of deforestation. That and the GAP and other useless companies and products she supports that urge people to buy luxuries they don't need and waste resources, like cheap perfume or the reams of handbags and sunglasses models of her ilk encourage people to go out and buy. How many of these other companies give a damn about being organic or green... about the safety of their practices and the well-being of the planet and thereby the safety and well-bing of their consumers?
When will these celebs ever learn that being green is more than a fashion-statement you just wear once in a while. Just like the "America's Top Model" cycle where they chirped about going green, they simply drove the models around in a stretch limo decorated with plastic flowers and the green practices were over the minute the last episode was filmed. Let's see what other companies Gisele does ad campaigns for this year, and how green they are.
Oh well. I can on some level applaud even a moment of green attitude from anyone but I just hope it is enough to reverse some of the toxic thinking and damage already done. The plastic of those sandals is still going to be adding toxins to landfills.
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FROM WRITER:
Totally agree that this doesn't make her a green advocate or anything, but I think --as you also said- green attitudes from people who drive that amount of attention can't be bad. And she and the company are in fact supporting reforestation of a large area so that's not bad either.
About the sandals, the company says it recycles 99% of its industrial waste and reuses PVC, but it doesn't release how that's done or where that goes..
Best,
Paula
I totally agree with reb .
For being what it is and what it stands for fashion will never be environmentally friendly.
Eaven 100% organic clothes stop being so green when you throw them away every season to buy new(chic-er) ones