In an effort to promote conscious consumerism, Vetements piled a mountain of used clothes in Harrods' window display to draw attention to the wastefulness of fast fashion.
Harrods, an upscale department store in London, England houses a variety of luxury designer brands and is a popular tourist destination. This new display stood out from the others as it deviates from the standard lavish design that usually occupies the space. In order to create this display, the clothing brand asked consumers to bring in their unwanted clothes, resulting in a mountain of garments in a matter of days.
The initiative also screened visuals from real landfills, reminding consumers that the fashion industry is the second largest polluter in the world.
Wasteful Clothing Window Displays
Harrods' Window Display Was Designed by Vetements
Trend Themes
1. Conscious Consumerism - Businesses can promote environmentally conscious consumerism by highlighting wasteful practices in the industry and providing more sustainable alternatives.
2. Upcycling - Brands can encourage upcycling and circular fashion by accepting used clothing donations and using them to create new garments or accessories.
3. Green Marketing - Companies can implement green marketing strategies to appeal to environmentally conscious consumers and differentiate themselves from competitors.
Industry Implications
1. Fashion Retail - Fashion retailers can take steps towards sustainability by promoting upcycling, reducing waste, and adopting more environmentally friendly practices.
2. Environmental Services - Environmental service providers can offer waste management and recycling solutions to fashion retailers to help reduce the industry's environmental impact.
3. Marketing and Advertising - Marketing and advertising firms can develop green marketing campaigns for clients in the fashion industry to promote sustainability and appeal to eco-conscious consumers.