Client – Vanish
Challenge and approach
With 350,000 tonnes of clothing going into landfill every year and new research from Vanish showing 64% of British people admitting to wearing an item of clothing just once, Vanish wanted to empower consumers to embrace the benefits of responsible clothing consumption.
Working with a garment recycler we rescued clothing destined for landfill to create a series of London Fashion Week ‘looks’, encouraging consumers to look beyond the surface and rediscover great clothing. We engaged renowned Fashion Editor and stylist-to-the-stars Miranda Almond, who hand-picked hidden treasures from within the so-called rubbish.
Results
Set against the backdrop of 350,000 tonnes of discarded clothing – The Rewear Edit came to life. Captured in a stunning two-minute editorial film and suite of photography shot by a respected fashion photographer, the campaign assets explored the creation of the looks and clothing sustainability.
Our deliverables
- 20m+ reach
- 100% positive sentiment
- 5m organic social views
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