Fashion Revolution addressed the mass consumption and waste with “Loved Clothes Last”

Fashion Revolution launched the “Loved Clothes Last” short movie to comment on the issue of mass consumption and waste, which generated an unprecedented crisis and a significant impact on climate change. The film was directed by Balthazar Klarwein and produced by production company Feel Films.

The movie has Angelina Jesson as protagonist, showcases a disturbing dystopian reality and is focusing on a series of symbols (from Wabi Sabi to rebirthing and circularity) to explore mindfulness and consciousness. With its final call to arms #LovedClothesLast, it encourages viewers to understand how small actions can benefit the planet, reduce landfill mass and ultimately create a more meaningful relationship with the things we choose to buy.

Never has a fashion shoot felt so good.

Balthazar Klarwein,

Director

It’s been such an honour to collaborate with Fashion Revolution, whose work is so innovative and so important. I couldn’t be prouder of what we’ve achieved together on this extraordinary project.

Bona Orakwue

Producer, Feel Films

This is the first time that Fashion Revolution combines campaigning for supply chain transparency with a new dedicated focus on environmental issues. The film therefore marks the start of a new journey, #whomademyclothes to #lovedclotheslast – looking at the full story from the origins of the clothes we buy to their end of life.

Orsola de Castro

Founder & Creative Director Fashion Revolution

The film was post produced by creative content studio, The Mill.

It’s a real privilege to be a part of such a beautiful project to help promote a conversation which is long overdue.” The film is partly sponsored by Electrolux and takes inspiration from the AEG/NJAL Care Label Project, which Fashion Revolution is supporting. Special thanks to Feel Films and The Mill, without their partnership and support this film would not have been possible, Thank you

Gareth Brannan

Mill lead artist

Fashion Revolution is a global movement calling for greater transparency, sustainability and ethics in the fashion industry. The non-profit organisation aims to unite the fashion industry and ignite a revolution to radically change the way our clothes are sourced, produced and purchased, so that what the world wears is made in a safe, clean and fair way. During this year’s Fashion Revolution Week 24-30th April, Fashion Revolution encourages people to ask brands #whomademyclothes and to question where their clothes come from.

Founded in 2004 by producer Nick Hirschkorn, Feel Films is a London based advertising, film and television Production Company. Feel represents directors for commercials and multi-platform content whilst also developing and producing feature films and television drama. Over the last twelve years Feel has worked with all the major London-based advertising agencies and has produced headline-grabbing television work for both Sky and BBC1. Feel Films produced multi-million pound, seven-part flagship television drama Jonathan Strange & Mr Norrell (in association with Cuba Pictures) for the BBC, adapted from the bestselling novel by Susanna Clarke. The series recently won two 2016 BAFTA Television Craft Awards – for VFX and Production Design – and received nominations in the Costume and Make-up & Hair categories. Deadline Hollywood and the Radio Times placed critically acclaimed Jonathan Strange & Mr Norrell in their Top 10 TV Shows of 2015. Since its inception Feel Films has forged a strong reputation in the advertising business for breaking exciting new talent including Benito Montorio, Matt Lipsey, Stuart Bateup and Toby Haynes. Award wins include BTAA gold, silver and bronze, LIA gold, Epica Silver and Bronze as well as a host of prestigious nominations.

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