Around the globe, people have been contemplating their Halloween costumes, but what if the scariest attire is the one you wear daily?
You may not find anything frightening about your clothes at first glance, but the real horror lies in the materials used to make them. Synthetic fabrics, introduced less than 200 years ago, are projected to dominate 73% of fiber production by 2030. These materials, like polyester, can take over 200 years to decompose in landfills.
Thankfully, efforts are being made to combat the rise of fast fashion and synthetic clothing. The Woolmark Company’s campaign, Wear Wool, Not Waste, emphasizes the environmental benefits of wool as a renewable, biodegradable, and recyclable fiber.
Collaborating with creative agency 20(SOMETHING), The Woolmark Company aims to raise awareness about the environmental impact of synthetic fibers. Their recent campaign highlights the persistence of synthetic materials through a zombie apocalypse-like narrative, contrasting wool’s sustainability with synthetic fibers‘ lasting effects.
The campaign, inspired by post-apocalyptic visuals, aims to create a sense of horror around the environmental impact of synthetic fabrics. Through powerful imagery and storytelling, the campaign encourages consumers to make sustainable choices and consider the composition of their clothing.
With a focus on education and awareness, the campaign aims to shift consumer habits towards more sustainable fashion choices. By showcasing the impact of synthetic fibers in a visually striking way, the campaign hopes to prompt a change in consumer behavior.
By choosing wool over synthetic materials, consumers can contribute to a more sustainable and environmentally friendly fashion industry. The campaign’s polished aesthetic and impactful message serve as a reminder to consider the environmental impact of our clothing choices, not just on Halloween but every day.