As a sector that produces 10 per cent of all carbon emissions, the fashion industry is frequently subjected to intense scrutiny and criticism. So when Marble LDN was commissioned by John Doe Communications to deliver Absolut Trash, a runway show made entirely from ocean plastic, recycled plastic from local bars and waste from London Fashion Week (LFW) parties, it knew that it had to be creative, with rubbish.
The fashion show was hosted by Absolut and created in order to drive awareness of Absolut’s sustainability commitments and a new limited edition bottle, Absolut Recycled, made from more than 41 per cent recycled glass.
In order to commit to Absolut’s sustainability terms, Marble LDN had to avoid all single-use plastic at the show.
With sustainability and the reduction of unnecessary waste at the forefront of Marble LDN’s minds, the Absolut Trash challenge was accepted with real enthusiasm. The agency avoided single use plastic throughout the production, using reclaimed wood and non-PVC vinyl, and repurposed rubbish from LFW for the set design.
Marble LDN also worked with Orca Sound Project – it provides a circular solution, upcycling any mixed waste plastic, preventing plastic from reaching the land, air and oceans. This supported Absolut in providing evidence for its waste story; it aims to send as little waste to landfill as possible and recycle almost everything it can.
The catwalk fascia was built using eight Orca boards, made from 240kg of plastic waste found on UK beaches. The Absolut sign was created from the smashed up glass of 46 Absolut bottles, reminding the audience of the launch of the new limited edition bottle. The backdrop walls were created using repurposed shoes and dressed with the rubbish collected from the various catwalk backstage areas – this included plastic bottles, bags, hangers, cardboard boxes, leftover pieces of fabrics and accessories: anything that would have otherwise gone to waste!
Four catwalk shows took place and showcased pioneering designers of sustainable fashion – Valentina Karellas, 10T Online, Bottle Top, Apollonia Studios, P.I.C. Style, Esfera, Cafin, Boita, Urban Trenches London, Labo Mono, Revival London, Elvis and Kresse.
According to Marble LDN, the event was a LFW first. In total, one quarter of a tonne of recycled waste was used in the production and the event was 100 per cent plastic free.