Couture Jam

Kult’s brief was to create an installation that communicates an idea that is in keeping with the philosophy of Newton Circus. The result is Couture Jam, faux luxury life preservers inspired by some of the biggest names in fashion, complete with branded flotation devices. The concept of the life jackets is a satirical look into the future of consumption: fashion in a post-apocalyptic era, an age of excess where you can, quite literally, be branded to death.
 
The installation creates a striking effect for passers-by in the CBD, but also a thought-provoking one. The life jackets are appealing at first glance, but only upon closer inspection will audiences understand the disturbing message behind this: ‘either we demand that companies and their brands embed sustainability now, or we risk not having the opportunity later” said Daryl Arnold, CEO of Newton Circus. “We make things that can lead to change. This time it’s art that changes minds, next time it might be a product that changes behavior.”