Reckitt: Purple Dress

Every year, over approximately 220,000 tonnes of textiles end up in our already bursting landfills. A shocking number that Vanish is determined to reduce.

Fast fashion has made it easier to throw clothes out and replace instead of looking after them. Vanish wants to shift this behaviour, by raising awareness of this terrible statistic and reminding Kiwis, that looking after your clothes is as easy as adding Vanish into every wash. Which also means that when you’re tired of wearing them they’ll still be in great condition to donate and be re-worn by Kiwis in need.

To achieve this, we parodied a typical high-fashion photoshoot. Our location was an operating landfill and to further highlight the point of this excessive waste, the model wore clothes destined for the landfill, that were rewashed and styled to become desirable outfits.