Absolut Trash from Marble on Vimeo.
We were briefed with creating a platform for sustainable fashion in collaboration with one of our favourite returning clients: John Doe Communications.
We had to use rubbish from LFW parties and backstage offcuts, recycled materials from local bars, and ocean plastic to create the Absolut runway.
In order to commit to Absolut’s sustainability terms, we had to avoid all single use plastic at the show, thereby creating a platform for sustainability that showcased up-and-coming designers, and engaging consumers by inviting them to be part of the show. The Absolut Trash campaign was created in order to drive awareness of Absolut’s sustainability commitments and the new limited edition bottle, Absolut Recycled, which is made of more than 41% recycled glass.
With sustainability and the reduction of unnecessary waste at the front of our minds as a responsible business, the Absolut Trash challenge was accepted with real enthusiasm.
We avoided single use plastic throughout the production, using reclaimed wood and non-PVC vinyl, and repurposing rubbish from LFW for the set design, and also creating a purpose for the other production elements once the event was finished. The backdrop walls were created using repurposed shoes and dressed with the rubbish collected from the various catwalk backstage areas.
There were 4 catwalk shows from pioneering designers of sustainable fashion, such as Valentina Karellas, 10T Online, Bottle Top, Apollonia Studios, P.I.C. Style, Esfera, Cafin, Boita, Urban Trenches London, Labo Mono, Revival London, Elvis & Kresse.
This event helped to connect consumers with sustainable fashion and invited guests to participate by walking that runway themselves.
