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A new documentary series from Vanish in partnership with the British Fashion Council, created by Havas London reveals first-hand accounts from those on the front-line of fashion’s move to become more sustainable.
Vanish has partnered with the British Fashion Council to create a documentary series shining a light on a new generation at the forefront of sustainable fashion. The three-part GENERATION REWEAR was directed by Richard Bullock and debuts exclusively via Amazon properties.
In recent years, UK consumers' love of fast fashion has contributed to an environmental crisis with the sector responsible for 4% of the world’s total carbon emissions. Globally, there are enough clothes already in existence to dress the next six generations, and in the UK, we send 350,000 tonnes of clothing to landfill annually.
This is unsustainable which is why a new documentary series from Vanish as part of a wider partnership with the British Fashion Council, created by Havas London celebrates the fashion industry’s sustainability pioneers.
Directed by Richard Bullock at Hungry Man to run across Amazon, ‘GENERATION REWEAR’ shines a light on a new generation at the forefront of transforming the fashion industry’s sustainable behaviour. It addresses the culture of over-consumption whilst simultaneously celebrating the innovators enacting change.
Cigdem Kurtulus, Chief Marketing and Digital Officer at Vanish, explains: “As the environmental impact of our culture of extreme disposability becomes clear, the need to care for our clothes has never been greater.” Caroline Rush CBE, Chief Executive of the British Fashion Council adds: “We all have a part to play in creating a more sustainable future and we hope the documentary will encourage designers, retailers and consumers alike to adopt more environmentally conscious behaviours.”
The films reveal first-hand accounts from those on the front-line of fashion’s move to become more sustainable. By doing so, Vanish hopes to inspire consumers into adopting environmentally conscious behavioural changes of their own.
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