Dirty Fashion • Changing Markets (2024)

The fashion industry is one of the most polluting industries on the planet.According to the World Bank, 20 percent of water pollution globally is caused by textile processing,making it the second biggest polluter of freshwater resources on the planet. A full quarter of the chemicals produced in the world are used in textilesand it is also highly resource-intensive.With clothing consumptionpredictedto soar by 60 percent by 2030throughthe rise of ever-faster fashion, theindustryclearly needs to change course.Ourcampaignis focused on themanufacturingof viscose, a man-made cellulose fibre derived from wood pulp, which could be sustainable, but is often not due to itsprevalent production methods. The campaign highlights the environmental and social impact of ‘dirty’ viscose production and shines light on the globalsupply chains.