Alexandra Carl



Carl worked with high street giant Zara and, a non-profit organisation which works to bring clean water and sanitation to the world. Together, the brands designed a sustainable capsule collection called Care For Water, whose processes were water positive and supported Zara’s organic cotton farmers and communities throughout their supply chain. Zara and called upon Carl to concept the art direction and styling to communicate the campaign’s important message in the most authentic way possible.

The collaboration used new technologies to manage and reduce water consumption and waste, helped to protect freshwater sources, and the operation also reduced carbon emissions. “It’s all about the little efforts and big changes that brands can make which have massive impact,” says Carl. “When they’re conscious of the climate, they can give back what they take from the environment.”

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