The Guardian has announced the launch of a new collaboration with fashion brand Lingua Franca, and theguardian.org, underscoring the importance of independent journalism.
The exclusive collection features five Guardian phrases on Lingua Franca’s signature hand-stitched sweaters – including “Facts Are Sacred” and “For Facts’ Sake” – inspired by the Guardian’s over 200-year legacy as a leader of the free press. A portion of proceeds will benefit theguardian.org, a non-profit working to strengthen and amplify independent journalism.
The Lingua Franca collaboration – launched in tandem with the Guardian’s first major US brand campaign, “The whole picture” – showcases the voices and verticals that power the Guardian’s journalism. This includes US editor Betsy Reed; deputy editor of the race and equity desk, Lauren N Williams; investigative reporter George Joseph; political correspondent Adam Gabbatt; lifestyle and wellness editor Estelle Tang; and features writer Alaina Demopoulos. As part of the collection’s debut, the Guardian and Lingua Franca say they will also host a special launch event during Advertising Week in October featuring Betsy Reed in conversation with the Guardian’s CEO, Anna Bateson.
In alignment with the Guardian’s values, the Lingua Franca collection is made with a focus on natural materials, sustainable production and ethical labor, added the Guardian. Previous Lingua Franca campaigns have celebrated the work of the 19th, a non-profit newsroom reporting on gender and policy; Lin-Manuel Miranda’s Hamilton; PBS News; and Kenneth Cole’s Mental Health Coalition.
The Lingua Franca x The Guardian collection will be featured in Lingua Franca’s New York City storefront (95 Jane Street) through October and is available online while supplies last.
Nicole Kotzen, Senior Vice-President for Development at the Guardian and Executive Director of theguardian.org, said: “We’re grateful to Lingua Franca and the Guardian for collaborating with theguardian.org to support independent journalism on the most pressing issues of our time. This collection celebrates the people behind the stories – fearless reporters, editors and many more – who give voice to the voiceless and hold power to account.”
Sara Badler, Chief Advertising Officer, North America, for the Guardian, said: “We are so excited about the Guardian’s collaboration with Lingua Franca, demonstrating how brands can reach audiences in ways that are not only impactful but also authentic and lasting. It’s a natural extension of our US brand campaign, ‘The whole picture’, featuring the breadth of the Guardian’s global and independent journalism, which audiences have loyally turned to for more than 200 years.”
Vanessa Pauley, head of US marketing and creative for the Guardian, said: “This new collection with Lingua Franca is a fresh take on who the Guardian is today. It shines a light on the thoughtful partnerships and products we’ll continue to put out into the world and the diverse voices and work of the Guardian we’ll continue to spotlight.”
Rachelle Hruska MacPherson, founder of Lingua Franca, said: “We’ve always believed that fashion can be both beautiful and purposeful, pairing craft with conscience. We’re proud to support the Guardian and its vital mission championing truth, curiosity and accountability.”
Keep up-to-date with publishing news: sign up here for InPubWeekly, our free weekly e-newsletter.
