Icicle launches ‘Earth Shelter’ fall/winter ad campaign

By

Mathilde LEMAIRE

Translated by
Nicola Mira

Published
Sep 22, 2021

Icicle, the ready-to-wear label founded in Shanghai in 1997 by Tao Shawna and Ye Shouzeng, has unveiled its new cross-media advertising campaign for the Fall/Winter 2021-22 season. The campaign is entitled ‘Earth Shelter’, a nod to Icicle’s ‘Made in Earth’ tagline, referring to the search for a harmonious relationship between mankind and nature. 

The campaign will run on printed media, posters and social media, featuring four exclusive visuals and a 60-second video shot in the Finistère area of Brittany, in France.

With ‘Earth Shelter’, Icicle is keen to highlight the beauty and well-being provided by clothes made of natural materials, “like a protective, comforting cocoon as winter draws close,” as the label stated in a press release.

In 2019, Icicle generated a revenue of €290 million. To accompany the launch, the label is staging an exhibition dedicated to minerals from Wednesday September 22 until January 31 2022, at its avenue Georges V store in the heart of Paris. The exhibition is entitled ‘ROCKS!’ and is inspired by the Chinese tradition of rock-collecting. It brings together five French and Chinese artists and will feature hybrid sculptures made with natural stone, darkroom chemical experiments and a number of photo-montages. 

A keen interest in art isn’t a novelty for Icicle. The label has previously dedicated two floors of its Parisian store to a bookshop and exhibition space, showcasing a number of works symbolising the connections between Chinese and Western culture.

Icicle's new advertising campaign is designed to promote the slow-fashion, sustainable brand image of the label owned by the ICCF (Icicle Carven China France) group. The goal is to boost Icicle's visibility especially in France, a market where the label wants to make its mark, notably also with the forthcoming opening of a store on Paris’s central rue du Faubourg Saint-Honoré.