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Aēsop to launch new sustainable collaboration with RÆBURN

Sadiyah Ismailjee
29 September 2020

Australian skincare brand, Aēsop has announced a new collaboration with leading ethical fashion and circularity brand, RÆBURN.

The first joint venture, will launch in January 2021 and has been created with the post-COVID customer needs in mind. The collaboration will encompass the brands' shared principles of 'practicality, functionality and purpose'.

Established by Christopher Raeburn in 2009, RÆBURN has brought responsible design to a global audience and presents a new definition of luxury. The RÆMADE ethos has pioneered the reworking of surplus fabrics and garments to create innovative and utilitarian pieces.

RÆBURN is recognised for its innovative approach, high concept, accessibility and wearability, which will all feature in the new collaboration with Aēsop.

Adam Kakembo, Aēsop’s Chief Marketing Officer says: "The beauty industry has been well placed to adapt to the rapid change in customer needs and priorities brought about by the COVID-19 pandemic. With the humble soap heralded by global health authorities as the best line of defence against the virus, the necessity of hygiene and cleanliness is more prevalent than ever before. Regular sanitation of our hands and surroundings has become an engrained habit, and one that will remain with us as we endeavour to return to a life more ordinary.

“We approached RÆBURN with the idea for a collaborative project having long admired Christopher’s ability to blend utility and convenience with aesthetic desirability. With a shared commitment to responsible design, we have created a concept inspired by the post-COVID needs of our customer as they navigate the new normal."

RÆBURN’s Creative Director, Christopher Raeburn said: "Aēsop’s ethics and products are second-to-none so for RÆBURN the initial idea of partnering made perfect sense - from there we wanted to push ourselves to be sure we'd be creating something truly innovative for the market. Above everything we wanted to provide a truly unique, responsibly designed product which would provide the perfect companion for our naturally curious customers in the rapidly changing world of today."

The collaborations comes as Aēsop continues to evolve its approach to design, applying sustainable and circular principles to transform its products, packaging and operations.

Globally recognised for its distinctive brown bottles and alabaster labelling, Aēsop has set a target of 100% reusable, recyclable or compostable packaging by 2025 as part of its Closing The Loop sustainability plan.

In Q2 2020, Aesop's e-commerce sales soared by 430% compared to the previous year as consumers focused on hygiene and wellbeing during lockdown.

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