Creativity Doesn't Descriminate
For SS18 Jigsaw has collaborated with Kodak to launch a campaign championing women in creative industries, launching on 8th March to mark International Women’s Day.
The collaboration includes a capsule collection of t-shirts and sweatshirts as well as a campaign #KODAKWOMAN which will champion women’s creativity and highlight the inequality in creative industries under the tagline “Creativity Doesn’t Discriminate”.
The collaboration was inspired by Kodak Girl. Independent, with a love for travel, she was the creation of George Eastman, inventor of the hand-held camera, in 1893.
As a marketing campaign it was brave, innovative and progressive.
But fast forward 125 years, and the creative economy and creative industries employ a lower proportion of women than the wider UK economy, with 37% of jobs in the creative industries filled by women.
In 2016 women made up just 7 percent of directors for the top 250 films.
The first creator to launch the campaign is 24 year-old film-maker Kaj Jefferies (@iamkaj), who was part of the crew filming and shooting Jigsaw’s Spring/Summer 18 collections on her Kodak Super8 camera. Kaj, who is already working with the likes of Rita Ora, went on the Spring Summer 18 shoot with the Jigsaw team to shoot the capsule range of Kodak T-shirts and sweatshirts.