The Finnish arm of humanitarian group Plan International has commissioned a line of maternity wear for 12-year-olds in order to raise awareness of the issues faced by child mothers.
Scandinavian creative agency Hasan & Partners devised the campaign to promote Plan International’s range of maternity wear designed specifically for girls under 18, a fashion line that ‘the world should not need’.
Six maternity dresses were designed for the creative by Finnish designer Paola Suhonen. The collection, which is entitled ‘Hamptons’, features fringing, bright colours and soft blues, as well as prints of kittens. Suhonen’s collection was unveiled today (14 August) in Esplanadi, a fashionable street in Helsinki, while the campaign will reach an international audience through two online films, social media and a PR programme.
In the films and campaign photos shot by Meeri Koutaniemi, the clothes are modelled by a Zambian girl named Fridah. She is 12 and her baby is due in September.
Photographer – Meeri Koutaniemi
Director/designer – Paola Suhonen
DOP – Leandro Righini
Producer – Marc Stevenson