Challenge

Greenwashing is rife in the fashion industry, with major brands using a variety of tactics to mislead consumers. Fast fashion is a major contributor to the climate and biodiversity crises through the use of unsustainably sourced textiles, synthetic materials, and its end-of-life waste.

The Changing Markets Foundation (CMF) works with NGOs, foundations, and research organisations to accelerate and scale solutions to sustainability challenges by leveraging the power of the markets.

CMF came to Higginson to create a strategic media campaign to launch its new website greenwash.com, bringing attention to this critical environmental issue.

Solution

“We worked with CMF to combine a disruptive in-person event at London Fashion Week with a broader strategic media campaign. By utilising CMF-branded leaflets and a life-size washing machine, Higginson was able to establish a physical presence outside the LFW venue – capturing captivating imagery to support media outreach. This provided rich content for social media channels and the opportunity to engage with fashion influencers and journalists in-person.

Outcome

As a result of this campaign, Higginson went on to secure interview opportunities in publications including Vogue UK. Greenwash.com was also featured in publications such as the Telegraph and Green Queen.

CMF successfully revealed the misleading tactics used by fashion houses, calling for the necessary steps needed to make real sustainable progress in the industry.