After teaming up with well known designers including Alexander Wang and Kenzo, the natural mineral water giant Evian taps Virgil Abloh to help oversee creative design and innovation in sustainability for new generations and beyond.

In a statement about the collaboration Abloh said, "Evian is an iconic brand with a strong heritage in fashion and creativity. Its sustainability ambitions align with my own, together we can push boundaries and explore new areas of revolution, paving a better future for generations globally."

The collaboration comes at a great time as other fashion brands and designers are taking larger stances on implementing more sustainable and ethical business practices. Earlier this week, Chanel released a statement promising the ban of exotic skins and furs for manufacturing goods. Burberry and Coach have also promised to stop using the material by 2019, alongside ending the burning unsold goods.

As creative advisor for sustainable design, Virgil's central role will be to aid in the design process of future Evian products. He will also be responsible for spreading awareness around the importance of innovation in design and sustainability through his platform. This collaboration is apart of Evian's goal to becoming a 100% circular brand by 2025.

In January 2018, the water company announced its commitment to make all of its plastic bottles from 100% recycled plastic by 2025. They aim to hit their goal through pioneering partnerships and collaborations, redesigning packaging, accelerating recycling initiatives and recovering plastic waste from nature. It's a strategy they are donning the "circular approach".

Patricia Oliva, Evian's Global Marketing VP states in the press release, “Virgil is a creative innovator who has a degree in civil engineering and a CV that includes everything from creative direction to award winning fashion design. Virgil is the embodiment of the next generation possibilities."

The collaboration will kick of an inaugural limited-edition design project during Fashion Month in February/March 2019. Stay tuned for further updates on the project. Are you excited for the Virgil Abloh x Evian collaboration?

For more in fashion, Chanel is banning the use of exotic skins.

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