Joyful music, children having fun, flying balloons, carelessness. And then Fridah, a 12-year-old Zambian, her figure rounded by her 8 months of pregnancy, in a little light blue dress, followed by a sentence: “the beginning of one childhood is the end of another”.
With this video, the Swedish branch of the Plan international association intends to fight against child motherhood in the world. Fridah is due to give birth in September and she is one of the 7 million girls who become mothers each year in developing countries.
Young girls denied, left to fend for themselves
To get its message across, the association has created a line of maternity clothes for 12-year-old girls. Fridah is the muse in a clip produced by Hasan & Partners. Designer Paola Suhonen has designed six dresses in pastel tones, the softness of which contrasts with the harsh reality of the campaign that fights against this scourge.
Fridah is supported by her family, but not all of these young girls. Many are disowned by their relatives, left to themselves and who can go as far as committing suicide.
Clothes created to dress children during their pregnancy, the idea is shocking, and that is the goal. And when Paola Suhonen creates these dresses, it is “a collection that the world shouldn’t need” that she draws.
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