In today's era of "fast fashion," caring for your damaged or stained clothes is perhaps seen as irrelevant to those who buy cheaply and then discard. So now Vanish, the Reckitt-owned stain removal brand, is the latest marketer to extol the benefits of sustainable clothing, partnering with the British Fashion Council on a documentary series on the topic.
Last week saw Levi's kick off a major new campaign around the sustainability of its fashion, while other fashion brands such as H&M have created more eco-friendly ranges after coming in for criticism over their fast-fashion approach.
Agency Havas London has created the series, "Generation Rewear," which aims to inspire consumers into adopting environmentally conscious behaviors in the buying, wearing, caring and disposing of clothes. The first episode, airing today, invites viewers into the studios of three young designers—Phoebe English, Liam Hodges and Olubiyi Thomas—to reveal how they are rethinking their approaches. Further episodes will explore businesses helping consumers approach fashion in a more sustainable way, and people who are getting the most out of rewearing their clothes.
The series, directed by Richard Bullock of Hungry Man, will debut exclusively on Amazon with promotions including an Amazon Fire TV takeover, trailers on the Amazon.com homepage and social media support. The documentary will also be available to view on the London Fashion Week platform as part of London Fashion Week in June.
“As the environmental impact of our culture of extreme disposability becomes clear, the need to care for our clothes has never been greater," said Cigdem Kurtulus, chief marketing and digital officer at Vanish, in a statement. "It’s why Vanish is committing to helping clothes live longer. We believe that every garment you own should bring you joy again and again—and with this documentary series, we wanted to celebrate the remarkable people and companies who, like Vanish, are driving fashion’s sustainable revolution.”
"The culture of disposability enabled and encouraged by fast fashion is a scourge on our planet," added Nick Rowland, creative director at Havas London: “But the blame shouldn’t be shouldered exclusively by the retailers – it’s us, as consumers, who are ultimately buying and disposing of clothes at this dangerous, unsustainable rate. In Generation Rewear, i set out not to point fingers, but to educate —shining a light on some of the inspiring, innovative and just downright interesting things already happening as the fashion industry grapples with its impact.”