Made for
Tise
In collaboration with
Butter Agency, Sabot
The fast fashion industry is a significant source of carbon emissions, producing 2.1 billion tons of CO2 annually.
There's a lack of awareness or concern among consumers regarding the environmental impact of their fashion choices. Many are "blinded by a good offer," prioritizing trends and affordability over sustainability.
In collaboration with Tise and Sabot we made "The World's Worst Dress." This dress was upcycled from the fabric of the most polluting fast fashion brands, serving as a tangible representation of the industry's environmental impact. The dress was launched at a strategic venue, the Copenhagen Fashion Week, targeting a large audience of industry decision-makers, influencers, and the public. The dress was priced at 2.1 billion DKK, symbolically representing the 2.1 billion tons of CO2 emissions from the industry.
© Adam & Malik