POMME DE TERRE Launches “Nature Guardians” Initiative, Blending Birdwatching, Art, and Wetland Conservation
As sustainability narratives continue to evolve from abstract commitments into lived experiences, Chinese children's wear brand POMME DE TERRE is exploring how nature-based learning can shape the next generation’s environmental consciousness. For its Spring/Summer 2026 collection, the brand introduces “Nature Guardians,” a campaign rooted in birdwatching—framed as an accessible, everyday act of “looking up”—to encourage children and families to engage more closely with wetland ecosystems and biodiversity.
Anchored in cross-sector collaboration, POMME DE TERRE partners with the China Wetland Museum—widely recognized as the world’s first national-level museum dedicated to wetlands—alongside visual artist and designer Cai Binhui and artist and birdwatcher Hu Qindi. Together, they translate ecological storytelling into a multi-sensory experience, from a thematic campaign film capturing outdoor exploration to participatory workshops that bring circular design principles into practice.
On March 28, the brand hosted a hands-on “eco birdhouse” workshop at its Hangzhou retail space, inviting children to create sculptural birdhouses using natural materials, deadstock fabrics, and recycled elements. These pieces, each reflecting an individual interpretation of care for birds and nature, later became part of a public-facing exhibition—extending the lifecycle of both materials and ideas.
Opened on April 11, the “Nature Guardians” Sustainable Art Exhibition further expands this narrative through immersive spatial design. Inspired by wetland environments, the exhibition features a walk-in spherical birdhouse constructed from surplus fabrics, offering an interactive setting where visitors can learn about birdwatching and wetland ecology. Elsewhere, handcrafted birdhouses are suspended from natural tree structures, highlighting the coexistence of art, habitat, and environmental stewardship. Notably, more than half of the exhibition materials are sourced from natural or sustainable inputs, reinforcing the brand’s commitment to circularity.
By bridging fashion, education, and ecological engagement, POMME DE TERRE positions sustainability not only as a design principle but as a shared cultural practice. Through “Nature Guardians,” the brand signals a broader shift: from raising awareness to fostering everyday participation, where even the simplest act—looking up—can become a step toward protecting the natural world.
