Ecover "Laundry against landfill" by Uncommon Creative Studio

Ecover fights back against fashion waste in a campaign launched ahead of London Fashion Week.

A powerful demonstration film, set to a distorted synth organ solo, shows 1,000 clothing items fall into a landfill in just 30 seconds – illustrating the true scale of fashion waste in the UK. Meanwhile rapper Professor Green makes an impassioned speech while perched atop a washing machine in full spin. Guerilla-style outdoor ads, shot by Brooklyn-based photographer Bobby Doherty, will run in tactical sites near Fashion Week with lines such as, "Fashion Week? Fashion Should Last Longer Than A Week."


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