Celebrities and influencers do not usually reuse dresses when they go to events or promote twice the same garment in their publications, which can end up launching a little responsible message about consumption. The Norwegian brand Northern Playground He wanted to show this to invite all of them to reflect on their habits and the impact of their actions.
He has done it by the hand of the Try agency and with the initiative “The Worn Once Dress.” Next to the Fashion designer Siri Øverland Eriksen. The brand has created a dress from dresses and attire that influencers and celebrities have used only once. As they point out, over six months the firm has sought these garments in second -hand applications.
The result is a dress composed of 20 different garments, such as jackets, skirts or t -shirts, and with a weight of 10 kilos. From the brand they point out that it can be adjusted to adapt to different body shapes and can also be disassembled to use separate garments.
Through its social networks, the brand has shared the creation process.
As part of the action, Northern Playground collaborated with the content creator and humorist Stsunniva To wear the dress on the red carpet of the awards Vixen Awards, that recognize influencers and creators in Norway. Stsunniva wore the outfit on January 31, when the awards ceremony gala took place.
In addition, he was present on the stage during the delivery of one of the awards, also wearing the message “Buy Less. Play More ”.
Likewise, Northern Playground has made the dress available to users, so that they can borrow for free for your assistance to an event or a party. Simply write an electronic run to the brand with the date you want to borrow the dress and the amount of days you would like to take. He has also pledged to return the garments that make up the dress to their original owners under the promise that they are used again.
Northern Playground argues that “The Worn Once Dress” is a Symbol of excessive consumption. “The objective is to highlight how absurd”; They explain on their website. “The ambition is to make “used 50 times” more desirable than “used once” because we need more models to follow that the clothes are not intended for a single use “.
The brand shares that the Norwegians buy 70,000 tons of new clothes each year, and that, on average, they have more than 350 garments each. It is the double that in 1990, and one in five garments rarely or is never used.
With the initiative seeks to promote Prolongation of the life of clothing, by manufacturing timeless and durable garments, and the Reduction of the size of the closetincreasing the frequency of use.
More info.: The Worn Once Dress
