Welcome to The Rewear Edit: 3.5 tonnes of discarded clothing like you’ve never seen it before
Thought provoking new imagery launched during London Fashion Week raises awareness of growing issue of clothing waste in the UK and devastating impact on the environment
- New activation raises awareness of 350,000 tonnes of clothing destined for landfill each year in the UK
- An arresting new film follows the development of the Rewear Edit, a fashion shoot created using 3.5 tonnes of discarded clothing salvaged from waste sites across the country - equivalent to the amount thrown away every 5 minutes
- Created by Vanish for London Fashion Week, the Rewear Edit, designed by fashion stylist and sustainability advocate Miranda Almond highlights throwaway behaviour and urges consumers to reconsider their old clothes
[Monday, 22 February 2021]: Today, Vanish reveals the Rewear Edit: a fashion shoot created entirely from clothing waste. Featuring looks drawn from the refuse pile and curated by renowned stylist and sustainability advocate Miranda Almond, the Rewear Edit shoot took place against a backdrop of 3.5 tonnes of clothing waste, the same amount discarded every five minutes in the UK. The shoot has been designed to raise awareness of the nation’s throwaway mindset, a behaviour that sees 350,000 tonnes of clothing sent to landfill every year.
Featuring everything from classic black dresses, sharp tailoring, chunky knitwear and conceptual denim, the Rewear Edit shoot launches at London Fashion Week to encourage everyday consumers to embrace more sustainable ways to care for their clothes, knowing that UK consumers spend £2.7bn each year on clothes that will only be worn once before being discarded. The activity is part of Vanish’s sponsorship of London Fashion Week, aimed at inspiring and raising awareness of the importance of mindful fashion to consumers.
New consumer research commissioned by Vanish displayed throwaway attitudes towards fashion, with almost a third admitting to disposing of clothes when they’re bored of them rather than because they’ve worn out. What’s more, they are often unaware of the effect of this behaviour, with clothing placing fourth after housing, transport and food items in terms of presumed impact on the environment
A short film capturing the process of creating the Rewear Edit follows renowned fashion stylist Miranda Almond as she creates new looks from items discarded too soon, learning about the consequences of this throwaway mindset in the process. The film sees them bring their reimagined looks to life in a stunning, yet confronting, fashion shoot, as the models showcase the looks against a sea of 3.5 tonnes of clothing waste. Showcasing simple adjustments and styling tricks to breathe new life into unloved clothes that have barely been worn, the Rewear Edit demonstrates that with a little bit of imagination and consideration, a whole raft of new and exciting looks might be just an arm’s length away.
Cigdem Kurtulus, Chief Marketing & Digital Officer for RB UK & Ireland said: “What we wear allows us to really express ourselves and our identities. Here at Vanish, we know just how important the right clothes are. We launched the Rewear Edit to demonstrate the sheer potential that sits in items that we throw out without a second thought. We want to encourage the nation to look at their wardrobe in a new light.”
Fashion stylist and sustainability advocate Miranda Almond said: “Before you go out and buy something new, before you throw away that item that’s been unloved and unworn lying in the bottom of your wardrobe, think again. With a little imagination, love and restoration that item can be re worn and reimagined to have a super stylish second life. Think about rewearing as the most timeless style statement yet!”
The launch forms part of Vanish’s partnership with the British Fashion Council (BFC), within the brand’s global mission to promote responsible clothing production and consumption. The partnership, which sees Vanish become an Official Partner of London Fashion Week, will undertake research and support consumer education to establish sustainable fashion behaviours including wearing clothes for longer, buying pre-loved garments, and re-purposing and recycling clothes in our wardrobes.
Vanish is also a Founding Partner of the Institute of Positive Fashion, the BFC’s recently formed initiative which aims to help the British fashion industry become more resilient and circular through collaboration and action. In addition to the sponsorship of London Fashion Week, the alliance will also see Vanish:
- Conduct research as part of the IPF’s launch project, ‘the Circular Fashion EcoSystem Project’, to understand what it will take to create a viable circular fashion industry in the UK
- Establish a year-long consumer education programme to embed more sustainable fashion behaviours in collaboration with industry experts, fashion influencers and thought leaders
Caroline Rush, Chief Executive British Fashion Council said: “As the world turns its attention to the incredible collections at this year’s London Fashion Week, our partnership with Vanish is here to remind people of the joy of restyling and reimagining their wardrobes and to give their clothes the lifespan they deserve. We are dedicated to working with Vanish to explore positive consumption for a more sustainable world.”
As a garment care brand whose mission it is to help clothes live many lives, Vanish is committed to using its reach in 69 million homes and partnership with the BFC to persuade consumers to adopt environmentally-conscious behaviours in the buying, wearing, caring and disposing of clothes.
Watch the creation of the Vanish Rewear Edit and learn how choosing to love your clothes for longer will help ease environmental impact [HERE].
 WRAP Valuing Our Clothes, 2017
 Calculated from ‘WRAP Valuing Our Clothes, 2017’. If 350,000 tonnes per year, 3.5 tonnes every 5 minutes
 Data according to research published by Censuswide on behalf of Barnardo’s (2019)
 WRAP Valuing Our Clothes, 2017
ABOUT BRITISH FASHION COUNCIL
The British Fashion Council (BFC) was set up in 1983 to promote British fashion internationally and co-ordinate this promotion through fashion weeks, exhibitions and showcasing events. BFC now supports designers beginning at college level and extending to talent identification, business support and showcasing schemes. The BFC promotes British fashion and its influential role at home and abroad, helping British designer businesses develop their profiles and business globally. The BFC showcasing initiatives and events include London Fashion Week, London Fashion Week Men’s, LONDON show ROOMs and the annual celebration of creativity and innovation in the fashion industry: The Fashion Awards.
For more information please visit www.britishfashioncouncil.com
ABOUT INSTITUTE OF POSITIVE FASHION
The Institute of Positive Fashion (IPF) helps the British Fashion Industry lead in the goal to be more resilient and circular through global collaboration and local action.
Leveraging global expertise and resources we will adopt standards, develop and establish frameworks, to reset and create a new blueprint for the industry. Through identifying common challenges we will call for collective action and investment in innovation to make a difference. We want to bring our industry in tune with the needs of the planet by taking an holistic approach across environment, people, community & craftsmanship.
Established by the British Fashion Council, led by a steering committee of industry experts, supported by advisory groups comprising industry, government and academia.
The British Fashion Council thanks the steering committee for their time and expertise in the ongoing development of the Institute of Positive Fashion (IPF). The role of the steering committee is to share and identify both individual and institutional expertise to inform strategy and participate in collective action. The IPF aims to avoid duplication, highlighting resources that are already available, focusing on disseminating information, identifying gaps of information required and bringing together stakeholders to assess and address collective challenges and collaborate on action where required.
The steering committee have a common goal in that the industry must change, challenges must be addressed, and that change will only happen when the industry unites to take action.
For more information on the IPF Steering Committee, see here.
About Vanish & RB
Vanish is owned by RB. RB* is driven by its purpose to protect, heal and nurture in a relentless pursuit of a cleaner, healthier world. We fight to make access to the highest-quality hygiene, wellness and nourishment a right, not a privilege, for everyone.
RB is proud to have a stable of trusted household brands found in households in more than 190 countries. These include Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Dettol, Veet, Harpic, Mortein, Finish, Vanish, Air Wick and more. 20 million RB products a day are bought by consumers globally.
RB’s passion to put consumers and people first, to seek out new opportunities, to strive for excellence in all that we do, and to build shared success with all our partners, while doing the right thing, always is what guides the work of our 40,000+ diverse and talented colleagues worldwide.
For more information visit www.rb.com
*RB is the trading name of the Reckitt Benckiser group of companies