Swedish home appliance brand Electrolux wants to inspire consumers to break the pattern and take better care of their clothes in their new global campaign by Forsman & Bodenfors. To demonstrate that used clothes still have value, Electrolux collaborated with Swedish fashion designer duo, Rave Review, to create a unique collection made from discarded clothing from the world’s second largest garment graveyard – The Atacama Desert.
The Atacama Desert in Chile has lately turned into a symbol of the acceleration of fast fashion and the rise of textile waste. The new global brand campaign from Electrolux is an urge to break the pattern and aims to inspire consumers to find new ways to keep their clothes for longer.
“The most sustainable clothes are the ones we already have. With this campaign, we want to ignite curiosity and enable our consumers to change the way we care for our clothes today. There are many, simple things we can do right now with existing technologies that will help us reach our goal to make our clothes last twice as long, with half the environmental impact by 2030”, said Thorsten Brandt, Global Head of Brand and Marketing at Electrolux.
That is why Electrolux, and designer duo Rave Review, known for their colorful, up-cycled, and high-end collections, made such a good match. Together they had a mission: Giving new life to discarded clothes retrieved from the Atacama garment graveyard. The result is the world’s first Atacama up-cycled fashion collection.
“We have always believed that in the future, fashion cannot exist as of today. I think we all must change in one way or another. When it comes to fashion, taking care of what we already have is probably the most tangible and easy way to do it.”, said Livia Schück, co-Founder and Creative Director at Rave Review.
The campaign is developed in co-operation with the global creative collective Forsman & Bodenfors.
“When talking about clothes and sustainability, the focus easily falls on the actual production of a garment. But few talk about the significance of making the clothes we already own last as long as possible. This is where Electrolux can play an important role, and that is what we want to highlight with this campaign”, said Nicholas Düfke, creative at Forsman & Bodenfors.
The campaign “Break the pattern” will launch globally in Europe, Asia, North America, and South America. The campaign includes a hero film, in-depth film, key visuals, Atacama up-cycled fashion collection, social media content, PR, native articles, and local influencer collaboration to help spread the word about the campaign.