The Danone-controlled mineral water company has chosen the founder of Off-White as his new creative consultant

Evian has chosen Virgil Abloh as his new creative consultant. The founder of Off-White and creative director of menswear by Louis Vuitton will be responsible for helping the mineral water company owned by Danone to make the design process more sustainable.

“Evian is a brand with a strong heritage of fashion and creativity,” said the designer. “His ambitions for sustainability are in line with mine, together we can expand the boundaries and explore new areas of revolution, preparing a better future for the next generations globally”.

This announcement comes at a time when Evian aims to become a 100% circular brand by 2025, with the goal of turning all of its recycled plastic water bottles.

“Virgil is an innovator with a degree in civil engineering and a curriculum that includes everything from creative direction to fashion design,” said Patricia Oliva, vice president of Evian’s global marketing. The first projects by Virgil Abloh for Evian will be presented during the next Fashion Weeks in February and March.