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The Partnership between Extreme E, LUISAVIAROMA and LVRSustainable

LuisaViaRoma is the official fashion partner of Extreme E, the new off-road car race with electric SUVs.
Starting from April 2021, the Extreme E teams will compete, through the use of electric vehicles, in 5 car races in the areas most affected by the effects of climate change and anthropogenic activities.

LuisaViaRoma will be the only online retailer of the Extreme E clothing and accessories line for the inaugural season of 2021 and will develop a clothing line with brands from the LVR catalog for each race.

LVRSustainable, the new sustainable section of LuisaViaRoma, offers a careful selection of sustainable brands and special collaborations with non-profit entities for the benefit of social causes.
LVRSustainable wants to create a community attentive to the theme of sustainability, promoting eco-conscious fashion and special projects with a positive impact on the world, preserving the environment and protecting the planet.

Extreme E, LuisaViaRoma and LVRSustainable collaborate with the aim of raising people’s awareness of two very important issues: sustainability and climate change.

LVRSustainable and Extreme E news

Discover our LVR Journal post about Extreme E to stay updated on this exclusive collaboration.

  • LUISAVIAROMA X EXTREME E: THE FINAL CHAPTER IN PUNTA DEL ESTE, URUGUAY
  • LuisaViaRoma & Extreme E: Island X-Prix, Sardinia, Italy
  • LUISAVIAROMA x LVRSustainable for Extreme E: The Second Edition
  • LuisaViaRoma & LVRSustainable’s #myEIB: Dorset & A Recap
  • LuisaViaRoma & LVRSustainable’s #myEIB: Sardinia
  • LuisaViaRoma & LVRSustainable’s #myEIB: Greenland
  • LuisaViaRoma & LVRSustainable’s #myEIB: Senegal
  • LuisaViaRoma & LVRSustainable’s #myEIB: Saudi Arabia
  • LVRSustainable & Extreme E for International Day of the Girl
  • LVRSustainable & Extreme E for International Day for the Preservation of the Ozone Layer
  • Extreme E x LVRSustainable
  • LuisaViaRoma Becomes the Official Fashion Partner of Extreme E

My Earth is Beating

Introducing LuisaViaRoma and LVRSustainable’s My Earth Is Beating.

Coordinated and shot by the World Press Photo winner for environmental issues and National Geographic contributor, LUCA LOCATELLI, World Press Photo winner in the Portraits category and National Geographic contributor GABRIELE GALIMBERTI, and Vogue and Vanity Fair Italia journalist, writer and curator RAFFAELE PANIZZA, MyEIB is a photo-journalistic documentation project created by LuisaViaRoma, the official global fashion partner of the first electric racing circuit designed to raise worldwide awareness on issues ecological transition; EXTREME E.

#myEIB in United Kingdom

In March 2021 we took the first photo of My Earth Is Beating #myEIB’s long journey in Saudi Arabia: it depicts the wall of a huge cement factory near the beach of Ras Baridi, on the Red Sea, that stops hawksbill turtles (an endangered species) from reaching the sand and nest.
The latest photo, taken a few days ago in West Dorset, depicts viscount Luke Montagu and his wife Julie: inspired by their teenage son Nestor – environmental activist and vegetarian – have decided not to renew their land’s lease to various meat farmers, in order to allow Mapperton Estate’s wild animals and the vegetation to revive: «We’ve been inspired by the philosophy of REWILDING and by experiences such as the one at Knepp Castle in West Sussex, created by conservationist Isabella Tree» says Montagu, «we’ll introduce Exmoor ponies and beavers on a thousand hectares land for a biodiversity project called Mapperton Wildlands: here, soon, we’ll organize real safaris».

In only ten months of reporting, we’ve moved from fear to assurance that the world will breathe new life and will be saved, a bit like the rest of the world has, moved by new ecological awareness.
Documented, My Earth Is Beating by LUISAVIAROMA and LVRSustainable (the fight against climate change recounted through photo art and storytelling) is a project about the impact of climate change and solutions to combat it through a language that uses art, photography, storytelling and investigative journalism.

Five journeys.
Five galleries of iconic pictures.
Tens of unedited stories.

«For each stage, Locatelli and Galimberti and Panizza will make available to the press, and then to the collective knowledge, a selection of stories and beautiful, decisive shots» says Andrea Panconesi, president of LuisaViaRoma, «which at the end of this great odyssey of awareness will be further enhanced on the occasion of an international exhibition in Florence, the city where LuisaViaRoma has its headquarters: cradle of the Renaissance and not coincidentally also of this new climate renaissance to which we are all called to make a contribution»

«My Earth Is Beating represents an important opportunity to make the world of Natural Solutions known» told both Luca Locatelli and Raffaele Panizza, respectively art and editorial directors of the project, «if man helps nature to reconquer its own spaces, nature can save itself. And consequently, all of us»

#myEIB in Sardinia

On the land, ancient olive groves, eucalyptus trees, holm oaks and cork oaks are reduced to monuments of ash by “megafires” that are increasingly frequent in the Mediterranean.

Underwater, groves of Posidonia oceanica are transformed into “matte morta” (the term given to the dried-up seabed) by the anchors of boats, the acidification of water and trawling nets.

After the reportage on desertification in Saudi Arabia, Climate Superheroes in Greenland and the documentation of the massive reforestation of mangroves in Central Senegal – all emblematic stories of human beings saving the planet using its own natural building blocks- My Earth Is Beating #myEIB arrives in Sardinia, between Nora and Oristano, to recount the events of forest fires as well as the commitment of NGOs and local institutions such as the MedSea Foundation and Area Marina Protetta di Capo Carbonara to protecting an ecosystem regarded as the “Amazon” of the seabed: the groves of Posidonia Oceanica.

Sardinia, the second largest island in the Mediterranean in terms of geographical extension and biodiversity, has become the symbol of two phenomena that are striking the collective imagination in terms of the effects of climate change and the strategies to combat them.

#myEIB in Greenland

After the trip to Saudi Arabia to document on the impact of desertification and the trip that followed to Senegal to report about the crucial role played by mangroves along with the reforestation work run by local NGOs, MY EARTH IS BEATING #myEIB, a photojournalistic documentation project created by LuisaViaRoma following EXTREME E (the first electric SUV racing circuit organized in the areas around the world environmentally high at risk), continues on the ice-sheets of Greenland. This time looking for the problems and solutions linked to the climate crisis in the Arctic, the real powerhouse of the world’s climatic balance: «The atmosphere’s warming rate in this part of the planet is three times higher than in the rest of world» explain Professor Peter Wadhams, Ocean Physics Professor at Cambridge and Politecnico di Torino.

We will start at Kangerlussuaq, where exactly this same time last year, the most dramatic and substantial melting of the ice sheet that has ever been registered took place: in only one day, 12,5 billion tons transformed into water and sediments. We will then arrive at Ilulissat, the stunning coastal village framed by a beautiful constellation of icebergs. But here too, beauty and darkness exchange roles: the images of the constant recession of the Sermeq Kujalleq, the ice towering the city, have become the face of global warming.

Greenland, the Arctic, the ice sheets melting, defending the land, childhood, future… US. It’s the third of long series of stories that will be documented by MY EARTH IS BEATING #myEIB

#myEIB in Senegal

Seen from above, the Puits de Sel (salt wells) of Palmarin, in central Senegal, look like pools created by the god of butterflies.
Due to the disappearance of the mangroves, which counteract the erosion of the coast, this natural spectacle, which employs 500 families and is run exclusively by women, could disappear under the sea.

Now we are in Senegal, between the regions of Sine Saloum and Dakar, where together with the local NGOs Oceanium and Ecozone and To.org we contribute to fight and document two phenomena that impact the environmental balance: deforestation, particularly of mangroves, and pollution resulting from single-use plastics that invade the coasts and seas, in this part of the world that now appears as the dumping ground of the planet.

Until May 31, we will travel the length and breadth of the country to document problems, interventions, landscapes at risk and ingenious responses. We will give a voice and face to those who try to give answers daily to the most pressing questions of our time.

We started from the salt marshes of Palmarin, an ecosystem that without adequate reforestation work, in these days is taking place thanks to the replanting of precious mangroves, risks to disappear. Mangroves are intended as an ecological and human bulwark, with their ability (three times greater than tropical forests) to capture CO2 responsible for climate change, to stop coastal erosion, to give shelter and sustenance to animal species, food for local communities (think of the oysters that proliferate on their roots, collected by the women of the villages), and filter the ocean waters protecting the crops in front of them.

Another aspect that this project with spotlight is the importance of bees in the habitat. Since Hélène and Fary have been breeding bees, which are more of a terror to the local population than hyenas, no one goes into the mangroves of Joal (central Senegal) to chop wood and damage this vital ecosystem. Beekeeping is proving to be a decisive resource for the protection of the environment and the economy: thanks to the June harvest, 40 kg of bronze-colored honey, born from mangrove flowers, will be sold at the village market.

We then will focus on the issues brought up by uncontrolled fishing, aquaculture solutions, and the risk of whole communities disappearing under the wave of steadily rising sea levels.

Africa, reforestation, plastic, the future… US. This is the second in a long series of stories of crisis and environmental defense that will be documented
by MY EARTH IS BEATING #myEIB

#myEIB in Saudi Arabia

“There is no longer a need for scientists, because we know the climate problems and the solutions to be undertaken by now. Now there is a need for people. Of union. Of actions.”

The cloud of dust rises from the cement factory in Yanbu, on the Saudi Red Sea coast, and burns in the gorge. Then it settles on the sand and covers it with a white blanket that crunches underfoot, making the beach hard and inhospitable: the hawksbill turtles, which have been nesting here for centuries, are unable to break its surface and dig a hole to deposit their eggs. In addition, in their ascent in search of a safe place to nest, the mothers encounter the immense wall that surrounds the cement factory and hinders hatching: “The Saudi authorities have taken charge of the problem and promised to tear it down and remove it from the beach of Ras Barindi, an endangered sanctuary” says Professor Carlos Duarte, a leading expert in marine biology and professor at KAUST University, launching the new Extreme E Legacy Turtle Conservation Program together with Ba’a Foundation.

But for these creatures the concrete wall is not the only enemy: the level of the Red Sea rises by 4mm per year and floods nests, artificial lights push the young in the opposite direction to the sea and towards death, and plastics mistaken for food threaten their survival.

Coordinated and shot by World Press Photo winner for environmental issues and National Geographic contributor Luca Locatelli. Shot by World Press Photo winner in the Portraits category and National Geographic contributor Gabriele Galimberti. Coordinated and narrated by the journalist, writer and curator Raffaele Panizza, MyEIB is a project of photojournalistic documentation realized by going to some of the most emblematic places in the world of environmental emergency in the company of a reporter and two of the most recognized and requested Italian photographers on the planet, winners of international awards and committed for years to investigate the future of climate, technology, human coexistence and solutions to make our Earth, our home, wonderfully habitable for future generations.

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