Designers and Brands need to follow Stella McCartney's example
‘’…….As a designer who’s concerned with excessive waste (yet still wants to promote her clothing's sales), she’s decided to shoot the images at a landfill in Eastern Scotland……..
"The idea we had with this campaign is to portray who we want to be and how we carry ourselves; our attitude and collective path," McCartney said…….
"Our man-made constructed environments are disconnected and unaware of other life and the planet which is why there is waste.”……
This season, McCartney has used organic cotton, sustainably-sourced viscose and recycled nylon to create her pieces. More broadly, over half of Stella McCartney’s materials come from sustainable resources and the label is proudly vegetarian…..
"We must think about what we are leaving behind.”
19/07/2017 / WORDS BY VERONICA STANFORD
If we saw more designers and Brands making a stand by using their campaigns as Stella McCartney has, the message would be strong and substantial. Consumers need more of this 'in your Face...'' campaigning and marketing.
Brand marketing needs to take it up a notch and flood the media with all the consequences of irresponsible consumer buying habits and the effects it is having on the environment and the future of the planet.
Look at PETA..... They are not shy about showing the realities of animal cruelty, more shocking than a horror movie and yet people will turn a blind eye, repulsed by the reality but still go and watch a horror movie????
Shock tactics, posters, TV ads and Brand’s Seasonal Campaigns… all need to focus on targeting the conscience of the consumer, educating them to be more responsible and ethical, drive them to demanding the retailers to become more sustainable and accountable, this is the only way forward for the current situation in the fashion industry.