Convincing consumers to maximize the use of their clothes can be a hard task. However, there are industry players who are involved in solving this issue, such as Asket, which aimed, through the campaign “The Impact Receipt,” to encourage consumers to maximize the use of their clothes, in addition to the idea of empowering them to learn the consequences their shopping has on the environment. For example, one piece from the brand’s collection, the T-Shirt, lasts a minimum of 183 wears.

Moving on, we see Vanish trying to raise awareness about the growing issue of clothing waste. Every five minutes, 3.5 tons of clothes are discarded in the UK. The results of a new study from Vanish show that 64% of consumers admit to wearing a piece of garment only once, deciding to get rid of it simply because it has faded colors (22%) or stains (20%).

To tackle the clothing disposal issue in the UK and raise awareness about the devastating impact this has on the environment, the brand launched, just in time for the London Fashion Week, the “Rewear Edit,” a fashion shoot in which the main focus is on wasted clothes. Renowned stylist Miranda Almond was given the challenge to help change people’s opinions on throwaway fashion. Left in a room where a huge pile (3.5 tons) of clothes was waiting, she had to help the clothes in front of her find their mates and watch as they merge to form a stylish look.

A film captures the process behind this shooting session. It follows Almond on her way to create new looks from items that were probably discarded too soon, learning about the consequences of this unhealthy habit of throwing clothes away throughout the process. The short video then features images with the new looks worn by models who pose on a gloomy background: 3.5 tons of wasted clothes.

Cigdem Kurtulus, Chief Marketing & Digital Officer for RB UK & Ireland, said: “Building a sustainable fashion industry isn’t just up to the fashion experts. It’s up to everyone, including us here at Vanish and RB. We want to help consumers understand responsible garment consumption and behavior. We launched the Rewear Edit to demonstrate the sheer potential that sits in items that we throw out without a second thought. Our hope is that it encourages the nation to look at their wardrobe in a new light.”

Kat Thomas, Global Executive Creative Director at One Green Bean London, added: “We wanted to highlight the huge impact of our throwaway behavior when it comes to clothes, and demonstrate that with a little care, attention and creativity you can turn something regularly found on a landfill site into something worthy of London Fashion Week.”

One Green Bean London agency was responsible for creating the activation and associated film, brought to life by Borderland Studios. It was directed by award-winning duo Simon Frost and Ben Hanson. In addition, the video was supported by a collection of high-fashion photography shot by London photographer Marco Mori.

The launch comes as part of Vanish and its role as official partner of London Fashion Week within the wider partnership with the British Fashion Council, all part of the brand’s mission to promote responsible clothing production and consumption.

Credits:

Client: Vanish

Chief Marketing & Digital Officer, Reckitt Benckiser: Cigdem Kurtulus

Marketing Manager, Reckitt Benckiser: Ruxandra Ionescu

Senior Brand Manager, Reckitt Benckiser: Alexia Theocharis

Agency: One Green Bean London

Executive Creative Director: Kat Thomas, Global Executive Creative Director, One Green Bean

Creative Director: Daniel Roberts, Creative Director, One Green Bean

Creative: Toby Rutherford, Creative, One Green Bean

Business Director: Lucy Hutchinson and Tom Armstrong, One Green Bean

Senior Producer: Tom Stevens

Film Production: Borderland

Director: Ben Hanson

Director: Simon Frost

Photographer: Marco Mori

Photographer’s Digital Operator: Sam Bénard

Photographer’s Lighting Assistant: George House

Art Director: Catharina Golebiowska

Art Director Assistant: Hannah Schmutterer

Fashion Stylist: Miranda Almond

Costume & Operational Stylist: Sharon Lovett Lampi

Hair Stylist: David Wadlow

Hair Assistant: Chloe Freida

Makeup Artist: Lisa Potter-Dixon

Makeup Assistant: Laurretta Power