Vestiaire Collective released a moving campaign to create awareness around the effects of fast fashion.
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“Think first, buy second”
The online company Vestiaire Collective is a brand that sells pre-loved luxury goods. The marketing team put their heads together and with the use of AI, created an impressive campaign titled “Think first, buy second.”
The brand launched a global campaign to highlight the effects of fast fashion on society and the planet. They also removed popular brands from their site including H&M, Zara, Uniqlo, Mango, and Gap from its platform. The goal is to draw attention to issues of waste and overconsumption of fashion in the world.
2023 marks the second year of Vestiaire Collective’s Fast Fashion Ban and now, they have over 63 brands on its banned list. With the Black Friday sales that are also here, the campaign has come at a perfect time as it speaks to all audiences to think first before they buy.
To put it into perspective, Vestiaire Collective noted that 92 tonnes of textiles are discarded every year. That’s enough to fill the Empire State Building, create fashion waste pile the size of the Effiel Tower, or to fill Buckingham Palace every single day.
Using AI to spread awareness
If used correctly, AI is a powerful tool that can help create awareness in significant ways. This is a great example of where AI has been implemented to design a city full of fast-fashion clothing and therefore, how bad it is. Not only does the pre-loved clothing brand show visuals of the campaign, but they also create a video to make it as realistic as possible to start honest conversations.
The clothes are piled up in iconic locations such as Times Square, The Eiffel Tower, and more as noted above. This is to show what these most loved areas would look like, congested with fast-fashion clothing.
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