A beautiful way to celebrate Earth Day

It is pretty easy to forget right now that there are other big issues facing the world than this pandemic.

So today, Earth Day, we will be thinking about some of the long-term challenges that face the planet and those of us who are lucky enough to live on it.

With the rise in recycled packaging, refillable bottles and sustainable projects to source fragrance ingredients, there’s already a definite shift in the fragrance world’s axis, in terms of environmental awareness. And at the same time, many brands are getting involved with really worthwhile initiatives – something we’re never, ever cynical about. Sustainability is a journey of a thousand steps.

Giorgio Armani, however, has taken quite a number of steps on that journey, since setting up Acqua for Life in 2010, an initiative which focuses on water projects. As the designer himself observes: ‘Water is perhaps the element I feel closest to. For me water represents life and regeneration, but also calmness and serenity. Access to clean water is undoubtedly one of the greatest challenges in the 21st Century.’

Quite so. And for 2020, as part of this focus on delivering universal access to water in water-scarce regions, Acqua for Life (who’ve previously partnered with WaterAid) has now teamed up with, a global non-profit which helps people in the developing world access safe water and sanitation.

Thus far, has enabled more than 25 million people in 16 countries, and through this partnership will work to transform the lives of 18,000 people in Tanzania through access to clean water, hygiene and sanitation. Since the dawn of Acqua for Life, 413 water systems have already been established, helping 217,000 people in 15 countries across three continents gain access to safe water.

Now, for the second, time, acclaimed Dutch artist and photographer Viviane Sassen has collaborated with Acqua for Life – in this instance travelling to Nepal to create a film and taking photographs that capture the transformative power that clean water has in birthing centres and other healthcare facilities, celebrating (quite literally) the connection between water and life itself. You can some of them below, or enjoy the whole portfolio here.

And watch the wonderful video, below…

We take so much for granted about our ability to flush a loo or turn on a tap. (Which we’ve been even more, lately, with all that hand-washing.) Though our minds may be preoccupied with another global challenge right now, we will today do our best to remember the REALLY big picture, and think about what we can all do to help.

Happy Earth Day, everyone.


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