30/30 Vision: Destiny in Bloom
Digital Content
The future began with a tiny blue flower spotted from a Russian space capsule grounded in the Kazakhstan desert. Rattled by a bone-jarring descent through Earth’s atmosphere, American astronaut Ron Garan steadied his gaze on the landscape beyond the capsule’s window. Looking out over the desert, he saw the flower growing from a small rock and thought, I’m home. The orbital view had given him a fresh perspective. He was a New Yorker from outer space, touched down in Central Asia, who now considered the world his home.
Garan had spent five and a half months on the International Space Station, working with people from many different nationalities. At the end of his mission, he returned to Earth with two Russian crewmates and a renewed faith in the power of global collaboration. As a keepsake of his expanded awareness, he might have pulled the blue flower from its rock and pressed it between the pages of a well-loved book. But it wasn’t Ron Garan who plucked the emblematic flower—it was Eileen Fisher, metaphorically speaking.
Inspired by Garan’s perspective of Earth as a shared home, Eileen envisioned an apparel industry rooted in this unified view. Her vision gave rise to the EILEEN FISHER Blue Flower Initiative, driven by a commitment to prioritize life over profit at the core of the global apparel supply chain.
Blue Flower Initiative
The Blue Flower Initiative (BFI) is a worker owned and run eco-industrial values chain that will be prototyped in the Bronx. It is a “living system embedded with the values of generosity, prosperity, creativity, and collaboration.” The three interdependent threads that weave the BFI system together—Values Chain of the Future, Prosperity and Empowerment for Women and Girls, and Bio-based Fiber Innovation—aim to “lead to net positive, economic and environmental impact,” particularly in economically deprived communities.
Ron Garan said, “Business is a way you can change the world. You can have a profound and positive effect on the world by encouraging people going into business to look for ways to do good.” Like Garan, Eileen Fisher believes that successful companies of the future will be those that collaborate to create social good. With 30/30 vision, Eileen said, “We need to create a domestic U.S. supply chain that reflects our company values—it doesn’t exist. Once we create it here, we can recreate it elsewhere.”
The Blue Flower Initiative is a forward-thinking, sustainable solution to the urgent challenges facing our society. Over the next thirty years, EILEEN FISHER will scale the Blue Flower Initiative and accelerate the global adoption of this unprecedented model to help transform the planet.
Branded content from writing to visual design.
Written and designed for EILEEN FISHER’s 30th Anniversary and Vision 20/20 campaigns, this piece is part of a series celebrating the brand’s milestones and its forward-thinking vision.
- Pre-production: research, brand messaging, content alignment, strategic planning
- Production: writing, copywriting, content creation, graphic design, visual design
- Post-production: web page layout, content + visual alignment, SEO, user engagement