The Ministry of Consumer Affairs has launched a campaign to promote sustainable fashion with the aim of raising awareness of the environmental impact of what is known as fast fashion.
The campaign, whose slogan is “Show off your sustainable wardrobe”, features three young people who, although they have already adopted practices such as recycling and saving water in their daily lives, are not aware of the environmental impact of the clothes they wear.
To find out, they were invited to take part in a documentary experiment, the first step of which was to record their own wardrobes. A few days later, the young people went to a new appointment about which they had no information. The aim was to make their reactions real, just as they appear in the campaign spot.
Thanks to this, the viewer is a participant in how the three protagonists discover the environmental effects of the textile industry and decide to take a step forward to become the most sustainable generation of the moment, also when it comes to clothing.
With this new campaign, the Ministry of Consumer Affairs stresses the need to make progress in achieving the 17 Sustainable Development Goals (SDGs) in a sector such as fashion, which transversally affects such important SDGs as those related to water (number 6), decent working conditions (number 8) or responsible production and consumption (number 12).
Presuming a sustainable wardrobe is part of the information, awareness and dissemination actions that the department led by Alberto Garzón has been carrying out since the beginning of the legislature in favour of a new way of producing and consuming.
These include initiatives such as the Dialogues for Sustainable Consumption and the launch of the Consumer Footprint Calculator, a tool to help citizens understand the environmental impact of their lifestyles, and the Spanish version of the UN’s Hands to Action website, which promotes small changes to develop more sustainable lifestyles.