The New York Times
Creative & Experience
Insight
By Molly Presly
7th Jul 2024
Sustainability and ethics have shifted from being niche considerations to central elements of modern brand identity. Today’s consumers, especially millennials and Gen Z, are highly attuned to the environmental and social impact of their purchases. As a result, fashion brands are under increasing pressure to demonstrate genuine commitment to ethical practices and sustainability in their brand activations. In this blog, we’ll explore how sustainability is shaping fashion brand activations and provide insights on meeting the growing demands of conscious consumers.
More brands are integrating sustainable materials into both their products and activations, from organic cotton and recycled fabrics to biodegradable alternatives. Showcasing these materials during brand activations educates consumers on the importance of sustainable fashion, turning awareness into action. Brands are also increasingly adopting minimalist, recyclable, and reusable packaging. Stella McCartney has long been a pioneer in sustainable fashion. Her brand activations prominently highlight eco-friendly materials like biodegradable faux leather and recycled polyester, reinforcing her brand’s deep-rooted commitment to sustainability. These efforts resonate with environmentally conscious consumers, solidifying her brand’s reputation. We were briefed by Absolut to create a platform for sustainable fashion. We used rubbish from LFW parties and backstage offcuts, recycled materials from local bars, and ocean plastic to create the Absolut runway.
Ethical fashion starts with fair labour practices. Brands that maintain transparency in their supply chains and are committed to fair wages and safe working conditions earn consumer trust. Activations that tell the stories of workers behind the products humanize the brand and underscore its ethical values. Producing goods locally reduces carbon emissions from transportation and supports local economies. Brands that emphasize local production in their activations appeal to consumers who prioritize both community support and environmental responsibility. Patagonia is a trailblazer in ethical production and transparency. Its brand activations often highlight the brand’s commitment to fair labor and sustainability, such as its Worn Wear program, which encourages customers to repair and recycle gear. This not only promotes environmental consciousness but also inspires customers to take part in the sustainability journey.
Upcycling breathes new life into old or discarded materials, reducing waste and showcasing creativity. Brands that feature upcycled fashion in their activations can stand out for their innovative approach to minimizing environmental impact. Brands that incentivize customers to recycle their old clothing help close the loop in fashion production. Offering discounts or loyalty points for returned garments engages consumers in the brand’s sustainability efforts and fosters a deeper connection to ethical consumption. Levi’s is leading the way in promoting sustainability through its Tailor Shop, which offers customization and repair services to extend garment life. The brand also highlights its Water<Less and WellThread collections, designed to reduce water usage and utilize eco-friendly materials, effectively combining sustainability with style.
Transparency is essential for building trust with consumers. Brands that openly share their sustainability efforts, including the challenges and progress, foster deeper connections. Storytelling during activations provides an authentic way to communicate these initiatives, helping consumers feel more connected to the brand’s mission. Stanley / Stella tasked us with the primary objective of showcasing their 2024 collection to their partners and dealers. We crafted a series of installations and displays, strategically designed not only to captivate but also to educate attendees about the sustainable practices deeply ingrained in Stanley / Stella’s production processes and their latest garments. Each facet of the collection was meticulously highlighted, reinforcing the brand’s commitment to environmentally conscious fashion. This transparency fosters trust and builds strong relationships with eco-conscious customers.
Brands that prioritise sustainability not only contribute to a better world but also cultivate lasting loyalty and meaningful connections with their audiences. As consumer awareness grows, the brands that lead with sustainability will shape the future of fashion. Do you want to be among them?
Check out our sustainable fashion brand activations:
