The trend taking 2017 by storm.
The demand for brands to become eco-friendly is continually increasing, upkeep of CSR plays a huge part in a company’s success. In more recent years, the fashion industry has also adapted to become more environmentally friendly from where they source materials, how they produce their goods to what materials are used.
In 2015, Adidas partnered with Parley for the oceans – an organisation dedicated to raising awareness about the environmental destruction of oceans. Through this partnership, Adidas launched a 3D prototype for an eco-friendly trainer on world ocean day that was released late last year. The trainers upper is made completely from recycled ocean waste using materials such as nylon from fishing nets and discarded plastic bottles removed from the sea by a non-profit organisation. The aim of the product was to “protect the oceans and end ocean plastic pollution”. Parley stated “Together with Adidas we turned deadly fishing gear into a revolutionary shoe.”
Adidas are actively encouraging their customers to contribute to the cause through their Instagram competition – the limited edition trainers will be won by 50 people instead of being available to buy. Interested customers were asked to upload a video to Instagram explaining why they love oceans, make a pledge to fight ocean plastic pollution and demonstrate their commitment to stop using one single-use plastic items with the hashtags #ParleyAIR and #adidiascontest.
The Instagram competition ended summer 2016 and since the campaign and partnership with Parley, Adidas have revealed plans to increase the amount of recycled material used in their products. The campaign was hugely successful with the hashtags identifying over 1400 posts combined of customers pledging their dedication to help fight ocean pollution.
This concept of using recycled material is already being used by many high end fashion brands
including Louis Vuitton, Stella McCartney, Oscar de la Renta and many more. This is highlighted through Emma Watson’s Beauty and the Beast press tour Instagram account which is so far completely dedicated to showcasing and promoting eco-friendly brands – @the_press_tour. Watson is a dedicated UN Goodwill Ambassador therefore refuses to promote brands that source and produce their goods in harmful ways; both to people and the environment. The photos show Watson modelling the clothes with a detailed caption explaining how each piece of clothing is made and what it’s made from.
In the captions Watson explains the materials used which include recycled plastic bottles, recycled fibers, organic wool and many other eco-friendly materials. Emma Watson is a huge young influencer of today – her personal account boasts an impressive 23.7 million followers and the press tour accounts following is growing, with only 6 pictures uploaded so far there are already 324k followers. Watson is a vocal advocate through her continuous efforts for equal rights for women and now for sustainable, eco-friendly fashion.
Watson describes eco-friendly fashion as the ‘future’ and along with many other influential celebrities such as Gwyneth Paltrow and Olivia Palmero also boycotting non eco-friendly brands, it is inevitable that we will see an increase in the number of brands producing similar goods. For any brand, promoting a line of products or service that benefits the environment will benefit them enormously and promote their CSR. In an interview with CNN, Watson explained “what fashion can, and should be doing, is innovating” and one of the best ways to do this is through eco-friendly fashion. The Adidas x Parley campaign reached a huge audience as Adidas alone have over 12 million followers currently therefore when institutions and celebrities with a following as large as this; a diverse audience is reached yet they could all share the same goal of making fashion more sustainable.