Movado launched its long-awaited Artists' Series in collaboration with Alexi Lubomirski, renowned fashion celebrity photographer, philanthropist, vegan and activist. This is Movado's first artist collaboration in a decade.
Alexi Lubomirski has shot campaigns for brands like Louis Vuitton, Ralph Lauren, Lancôme and Maybelline. He is an ambassador for Concern Worldwide the global humanitarian organisation. He is also a dedicated vegan and animal rights activist, founder of the fashion movement, Creatives4Change, to end fur, feathers and exotic skins in the industry. His is an official photographer for the 2020 Golden Globes; author of Diverse Beauty art book, and in the UK he is known for being the official photographer of the 2017 engagement and wedding of Prince Harry and Meghan Markle.
"Learning about Alexi and his vision was the catalyst to include him in the latest Movado Artists' Series," said Efraim Grinberg, Chairman and CEO Movado Group. "Art comes in many forms and is meant to inspire, make us think and evolve. I was drawn to Alexi as an artist and specifically by the way he uses his talent and recognition to ignite change in our industry and world- he implements change without judgement. Alexi's mantra is that small change leads to larger shifts. I felt now was the time for Movado, with its rich Swiss history and pursuit of constantly improving, to offer vegan straps along with packaging made out of recyclable materials. We believe all companies need to do their part as responsible corporate citizens."
The Artists' Series Alexi X MOVADO will include two different collections. The photographic dial limited edition series features 4 photographs taken by Alexi printed on the iconic Museum dial with vegan straps offered in dark grey, yellow and navy blue. Each timepiece comes with a vegan reusable watch pouch and a first for the brand - packaging made from recyclable materials. The photos represented on the dials portray Alexi's artistic interpretation of time through the lens of Light, Water, Illumination and City Scenes and will be shared in detail on Movado's and Alexi's social channels throughout the month.
"Photography in its essence, is about time, the capturing of time in a kinetic world: time in space, time in movement. The ultimate prize of a photographer is capturing a unique moment that no one else can capture at the same time or in the same way and then, to be able to share that vision with others," said Alexi Lubomirski. "This project is extremely dear to my heart. With the world at a crossroads and the incredible new technological tools readily available we are the first generation to have the immense fortune, but also the obligation to leave this industry and the world, in a better place than we found it. We are taking a first step in this collaboration with Movado by enacting this change on a larger scale, giving the opportunity to Movado's customers, to join us by choosing a product that is new and forward thinking. I am extremely proud and humbled to have been chosen to accompany them in this journey."
The second collection will launch in Spring of 2021. It will represent Alexi's "four doorways" into veganism.
Part of the profits from all watches sales will be donated to Alexi's preferred charities Concern Worldwide and the Humane Society of America.
The first Movado Artist Series launched in 1988 in collaboration with Andy Warhol.