TOMS One For One Eyewear Windows

Covent Garden Pop-Up Store Window Design Competition

London College of Fashion has made a commitment to use fashion, as a discipline, to drive change, build a sustainable future and improve the way we live. So, in many ways, TOMS is a perfect collaborator.

The TOMS story is unique one- for every pair of TOMS shoes purchased, a pair is given to a child in need- One for One. The brand's latest extension of this pioneering giving model, puts the focus on glasses and sight. When someone purchases a pair of trendy shades, TOMS give a pair of prescription glasses - or a sight-saving operation, such as cataract surgery - to a person living in poverty who needs it- One for One.

In the summer of 2012, TOMS opened a pop-up shop in Covent Garden and set out to find brilliant, eye-catching ways to make their message stand out, on one of London's busiest shopping streets and they knew just where to find the talent they needed. TOMS set students on our BA (Hons) Creative Direction for Fashion course the challenge of designing a visually inspiring window display to announce their new One for One Eyewear campaign. The winning LCF students, Yael Lapiner and Luke Craggs, were selected by a panel of college experts and representatives from TOMS to take over the windows of the central London store for a fortnight each.

Yael's concept of 'Protect Yours. Correct Theirs.' led her to create giant cut-out glasses wrapped in colourful hemp twine, inspired by the colours of the countries TOMS works in. She also made a chain of smaller wrapped glasses to illustrate the positive chain reaction of conscious consumerism. Luke's concept of 'Look Good. Do Good.' used the lenses of the glasses to display images of the Sight Giving programme in action, hanging a collection of them together to create a heart-shaped chandelier. In the other window, he displayed the campaign message in an eye-test style light box.

TOMS invited Yael and Luke to their HQ in LA to discover more about the brand's focus on conscious consumerism and the power our everyday choices have, to impact upon the lives of people around the world. Of the experience, Yael said "Being part of this process has completely changed my outlook on what I believe in and where I see myself in the future. The message will stick with me, it will send me off to the right place."