Background

Live Plucking is a dreadful down-harvesting process by plucking geese’s feathers alive. To maximize the down production, geese are repeatedly plucked alive during their lifetime. Due to its cruelty, live plucking is being executed in secret. PARACOSM STUDIO, a new fashion brand and a market challenger, wants to challenge this brutal process in fashion industry. We want to make people wear winter jacket without harming any geese. In a giant trend of vegan fashion, PARACOSM STUDIO's product is going to be the very first product to attempt to replace goose-down padding and to end live plucking.

Describe the creative idea (40% of vote)

The idea is that we can end live-plucking if we replace goose down with a better alternative, air. It's because air is the most essential and effective material to insulate. Thus, we made a winter jacket filled only with air, AIR PADDING. To prove if it's warm enough, we try to test it and write a research paper. To show and sell it to as many people as possible, we contact MUSINSA, the most popular and MZ's favorite fashion shopping app.

Describe the execution (40% of vote)

About AIR PADDING, it is filled only with air. It’s divided into 10 separate parts to fit the human body’s curve and to make its movement free. Each part is designed to control the amount of air as much as you want. AIR PADDING is made of polyurethane, an airtight material. To make people know AIR PADDING's filling is air at once, we fold AIR PADDING flat. And we made its package design flat, too. So, if you get AIR PADDING, you can judge it is inflatable by its package. Inside the package are AIR PADDING, an air pump, and a pack of emergency stickers. They are for only when your AIR PADDING gets a puncture by accident.

List the results (20% of vote)

- Launched AIR PADDING on MUSINSA, MZ’s favorite online shopping mall in South Korea. - 780,000 exposed on social networks. - 23,207 gathered on raffle event. - trending now #9 on the shopping mall. - 21 articles and interviews released in media, including fashion magazines. - 19 Voluntary supports of celebrities. - Famous South Korean rapper wears AIR PADDING on #1 HIPHOP TV Show and gets 53,506 likes on Instagram. - Research paper was published from SEOUL UNIVERSITY in March 2020. - Opened an exhibition and a pop-up store in Starfield, the largest shopping mall in South Korea. Thousands of people come and go per day. - AIR PADDING : sold out.