British clothing brand Jigsaw has unveiled an Autumn/Winter 15-16 advertising campaign that encourages consumers to celebrate stylistic longevity over seasonal trends, which are contributing to huge amounts of waste. About £140m ($215M) worth of used clothing, equivalent to around 350,000 tonnes of material, goes to landfill in the UK every year, according to the British Waste & Resources Action Programme (WRAP).
Running with the tagline 'For Life Not Landfill', the campaign aims to keep clothes in circulation and is centred around the brand's e-commerce site. It features the stories behind consumers' old Jigsaw favourites, such as a blue Oxford shirt purchased at the London Kings Road store in 1998. These are then photographed with complementary items from the new collection, which can be clicked to buy direct.
The message is echoed via bold, editorial-style outdoor ads that feature looks from the new collection set against a landfill backdrop.
Further emphasising the value of transeasonal, timeless products, a digital screen in the window of the brand's Oxford Street flagship in London depicts the transformation of a girl into an elderly lady – wearing the same classic Jigsaw striped shirt throughout her life.
The concept trades on a growing consumer appetite for alternatives to ecologically damaging fast fashion and unethical retail practices. For more on this topic, see Eco-Ethical-Sustainable, part of the Future of the Store Industry Trend, as well as Sustainable Futures, Positive Provenance and The Value of 'Made In'.
See also our coverage of the International Retail Design Conference, 2015: Ethics & Local-Centricity and Retail Activism: Patagonia Flagship.