과부하된 소비문화에 경각심을 주는 캠페인 영상 ‘Fashion Act Now’

FASHION 2020-10-05
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To mark Paris Fashion Week, we have released an open letter, in video form that challenges fashion to “transform our culture of consumption and destruction” The letter quotes Stella McCartney, Virgil Abloh, Alessandro Michele and more and marks the launch of a new campaign by Extinction Rebellion called Fashion Act Now which wants the industry to work fast enough in its role to mitigate climate and ecological breakdown. Voiced by Tori Tsui, an intersectional climate activist and educator and mental health advocate who last year was featured in Stella McCartney’s campaign. Tsui supports the campaign saying, “We need a global awareness of the impact that fashion has, not only on our physical environments, but also people. It is no surprise that the same systems that lead to over consumption and environmental degradation are the same ones that further subjugate and exploit marginalised people." The film is shot on woodland that is recovering from a forest fire with new green shoots pushing through charred wood. The images laid over reference the strain fashion is putting on nature and the fragility of the entire system. Released during Paris Fashion Week, this is part of an ongoing call from us at Extinction Rebellion for a cancellation of the Fashion Week format and its culture of newness and excess which has no place in this environmental emergency. The letter additionally calls on citizens to hold the fashion industry to account. Film Credits: Filmed, directed and edited by Tessa Edwards @babylon_kingkong and Kailash Bharti @kailashbharti Sound by Kailash Bharti; Voice over by Tori Tsui; Additional footage by Tonn Poorter. Quoted are; Caroline Rush, CEO of the #britishfashioncouncil @virgilabloh Artistic Director of @louisvuitton Menswear; Olivier Rousteing, Creative Director of @balmain @stellamccartney ; @themarcjacobs @marcjacobs ; Paul Dillinger, Vice President, Head of Global Product Innovation at @levis Strauss & Co; @alessandro_michele , Creative Director of @Gucci and @anthonyvaccarello , Creative Director of @ysl #climateemergency #regeneration #fashionactivist #intersectionalenvironmentalist #socialjustice #ethicalfashion #fashionactnow

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빠르게 변하는 트렌드와 끊임없는 제품 발매 소식으로 하루가 다르게 팽창하고 있는 패션 산업, 그 정도가 심화하며 최근 들어서는 지속 가능한 패션의 수요가 높아지고, 패스트 패션에 대한 경각심이 수면 위에 오르고 있다.

이에 세계적인 환경 운동 단체 ‘Extinction Rebellion’이 새로운 캠페인 ‘패션 액트 나우(Fashion Act Now)’를 통해 과부하된 소비문화를 변화시키는 데 앞장선다. 캠페인 영상에는 어쩌면 이러한 문제와 맞닿아있는 업계의 유명 인사 버질 아블로(Virgil Abloh), 스텔라 맥카트니(Stella McCartney), 마크 제이콥스(Marc Jacobs), 알레산드로 미켈레(Alessandro Michele) 등의 발언을 인용한 문구가 등장해 소비자로서 지녀야 할 책임감을 강조한다. 환경 운동가 토리 추이(Tori Tsui)의 내레이션은 2020년을 맞아 지속 가능한 패션에 대한 관심이 높아진 업계의 움직임에 경의를 표하기도 하지만, 보다 장기적인 변화를 촉구한다.

이러한 노력에도 2030년까지의 패션 소비는 63% 정도 증가할 것으로 예상된다고. 패션계가 따르는 유명인사가 앞장서서 공론화하는 중인 환경 운동, 혹시 이들이 전하는 발매 소식에만 눈멀어 환경을 망치는 소비문화에 일조하고 있진 않았는지, 자문해봄은 어떨까.

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