Our love of fashion is contributing to an environmental crisis – with the sector responsible for a staggering 4% of the world’s total carbon emissions. Globally, there are enough clothes already in existence to dress the next six generations, and in the UK, we send 350,000 tonnes of clothing to landfill annually. Clearly, this is unsustainable, which is why Vanish is on a mission to promote responsible clothing consumption by helping clothes live longer.

At the heart is a deceptively simple creative idea, Rewear. It reframes people’s perceptions of Vanish by encouraging them to better express themselves through the clothes they already own. We created an Amazon three-part documentary to educate audiences on the impact of their fashion habits, cutting through the clutter by telling the story on a legitimate and authentic entertainment platform.

Garment care brand Vanish has partnered with the British Fashion Council (BFC) to create a documentary series shining a light on a new generation at the forefront of sustainable fashion.

Generation Rewear, which runs across Amazon properties, addresses consumers’ excessive consumption of clothing and the culture of extreme disposability at its heart, while simultaneously celebrating the innovative designers, companies and ordinary people seeking to reduce fashion’s impact on the environment.

This three-part series aims to inspire consumers into adopting environmentally conscious behaviors in the buying, wearing, caring and disposing of

In partnership with the British Fashion Council, we created a film Generation Rewear to educate audiences on the environmental impact of their fashion habits. Launched on Amazon during London Fashion Week, the film champions the designers, entrepreneurs and everyday people at the forefront of sustainable fashion – united by the goal of reducing our impact on the environment to rethink the design, manufacture and care of clothes.

Generation Rewear was the most viewed piece of content during London Fashion Week – recording more visits than even the runway shows. It reached an audience of over 10 million across Instagram and YouTube, with over 80K views. This success was replicated across Amazon properties, where Generation Rewear has since reached a further 8 million people and received another 63K views. Amongst viewers of the documentary, associations between Vanish and sustainable garment care increased 7.7x. This impact was linked to a measured uplift of 230% in purchase intent.