London College of Fashion and University of Sheffield professors Helen Storey MBE and Tony Ryan OBE have collaborated to form the Catalytic Clothing Project. The project takes a science-meets0fashion approach to environmental issues.
Storey and Ryan have created a titanium dioxide air purifying element that is applied to clothing and can clean the air. Helen Storey of the Catalytic Clothing Project explains, "As you walk down the street you are purifying the air and passing cleaner air on to the person behind you by the movement of your own walking."
The ad campaign feature model Erin O’Connor, who wears a dress that uses this advanced technology to purify the air.
What could be better than helping to clean the air around you while wearing the clothes you love?
Anti-Pollution Apparel
Catalytic Clothing Project Lets You Clean the Air with Your Clothes
Trend Themes
1. Air Purifying Apparel - Opportunity for creating clothing that actively cleans the air by using titanium dioxide technology.
2. Science-fashion Collaboration - Opportunity for collaboration between science and fashion to address environmental issues and create innovative solutions.
3. Environmental Consciousness in Fashion - Opportunity to integrate environmental concerns into the fashion industry by developing clothing that has a positive impact on air quality.
Industry Implications
1. Fashion - The fashion industry can explore and invest in developing air purifying apparel, aligning with consumers' increasing demand for sustainable fashion.
2. Environmental Technology - The environmental technology industry can capitalize on the development of air purifying clothing by further advancing the technology and enhancing its effectiveness.
3. Advertising and Marketing - The advertising and marketing industry can promote and create campaigns around air purifying apparel, highlighting its environmental benefits and attracting eco-conscious consumers.