In February 2015, a very hard-hitting piece of work on the Belgian city of Charleroi called “Coeur Noir de l’Europe” (Black Heart of Europe) won first prize at the World Press Photo Awards (the equivalent of the Nobel Prize for photojournalism). Our creative director, himself a documentary photographer working personally in the region, quickly became aware of the errors in this piece of reportage, which revealed itself to be fake, based on a false construct and dubious apocryphal anecdotes. At the heart of the counter-investigation and mobilisation which forced World Press to step back and to conduct a profound review of the basis of the rules of ethical contemporary photojournalism, our creative director pushed the team to create a “Black Heart of Europe” brand as a reminder of this fight. Every year in February, Studio Fifty-fifty will develop a new micro-collection, distributed in association with the Wonder Friends concept store.