Concept:
David Lauren expressed interest in partnering with National Geographic Fine Art Galleries to create a limited-edition scarf, produced by Ralph Lauren, to benefit Rhinos Without Borders, a nonprofit dedicated to protecting endangered rhinos from poaching. Our team was tasked with building the concept and creative direction for the scarf and its packaging, with a portion of each sale going toward funding the safe transport of rhinos to sanctuary, in collaboration with Emmy-winning activist and photographer Beverly Joubert.
The scarf design was inspired by Beverly Joubert’s iconic photo of a blindfolded rhino awaiting transport, incorporating elements of traditional African patterns. The “X” pattern on the scarf symbolized the 1,000 rhinos killed each year by poachers, reinforcing the urgency of the cause. The project was centered around not just creating a luxury item, but also helping to fund the safe transport of rhinos, at a cost of $50,000 per rhino.
Design:
The scarf was designed with high-end, sustainable materials, ensuring it was both luxurious and ethically produced. The design itself seamlessly integrated Beverly Joubert’s powerful imagery with subtle nods to African cultural patterns, creating a striking visual representation of the cause. The “X” motif was prominently featured as a symbol of the threat rhinos face. The packaging was thoughtfully designed to reflect both the elegance of Ralph Lauren’s brand and the gravity of the conservation effort.
The campaign was aimed at National Geographic Fine Art Galleries’ elite clientele, including high-profile figures such as Arnold Schwarzenegger, Sylvester Stallone, Owen Wilson, and Tim Cook. The result was a product that was not only beautiful but deeply impactful, supporting a critical cause with every sale.
Challenges:
One of the main challenges was ensuring that the luxury design did not overshadow the message of the campaign. The scarf had to be a collectible, stylish piece while also serving as a meaningful way to raise awareness and funds for rhino conservation. Balancing the high-end, sustainable materials with the need to keep production costs manageable for nonprofit donations required careful coordination.
Another challenge was ensuring that the marketing and storytelling around the scarf connected with National Geographic’s audience while aligning with Ralph Lauren’s brand identity. The narrative had to be compelling enough to encourage high-profile buyers to participate in the conservation effort, while making the impact of each purchase clear.
Vision:
The vision behind this collaboration was to create a luxury item that would not only be a fashion statement but also serve as a catalyst for real-world change. By connecting the power of National Geographic’s brand, Beverly Joubert’s iconic photography, and Ralph Lauren’s commitment to high-quality craftsmanship, this project was designed to inspire action, raise awareness, and contribute directly to saving rhinos from poaching. With each scarf sold, the donation would directly fund the safe transport of a rhino, making the purchase a meaningful contribution to the fight against wildlife poaching. The goal was to create an elegant, impactful item that brought together fashion, art, and philanthropy for a noble cause.
