I Like Music
Electriclime gif
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

'Greenwashing' Exposed in Subversive Fashion Film by Director Irene Baqué

Creative 191 Add to collection

Dog Eat Dog director teams with Changing Markets Foundation on 'Fossil Fashion'

'Greenwashing' Exposed in Subversive Fashion Film by Director Irene Baqué

With sustainability high on the global agenda, Changing Markets Foundation today releases a fashion film with a twist to draw attention to their findings report on some of the UK and Europe's biggest fashion brands' use of synthetic fibres, and their transparency about doing so. 

48 high street brands were investigated, with 59% of green claims by European and UK companies including H&M, ASOS and M&S unsubstantiated or misleading to consumers, concluding that fashion brands’ addiction to fossil fuels and greenwashing spells disaster for the climate, nature and human health.

The accompanying film ‘Fossil Fashion’, directed by Dog Eat Dog’s Irene Baqué, uses familiar fashion film tropes to lure the viewer into a false sense of security before it becomes clear all is not as it seems. As a metaphor for the fossil fuels used to make the polyester clothes sold by many high street brands, oil begins to pour from the garments. Baqué chose to use darker lighting and evocative sound and music to add to the eery, unsettling revelation.

Baqué comments: “It's been amazing to have the creative freedom to visualise what The Changing Markets has been researching. The aim was to show the impact fast fashion has on the environment. It was important for us to start with something visually appealing and familiar - so I went for something that felt colorful, soft, dreamy, light. The use of 16mm film was key to get that look we had in mind. The styling was also very purposeful; using polyester textiles with an overall color palette that felt consistent and relevant to this year's trends.”

Changing Markets campaign adviser, George Harding-Rolls, adds: “Working with Dog Eat Dog and Irene Baqué, helped to take the Fossil Fashion campaign to the next level creatively. Their expertise and flexibility shone through at every step, balancing the need to get across our hard-hitting message with the practicalities of coordinating the shoot, art direction, casting and visuals. The end product has helped us reach new audiences and level-up the impact of our work."

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Changing Markets: ‘Fossil Fashion’

Campaign Director: Nusa Urbancic

Campaign Advisor: George Harding-Rolls

Production Company: DOG EAT DOG

Models: Webster O, Jordan D, Nubia S, Ning L, Marion G, Shadya

Director: Irene Baqué

EP: Mark O’Sullivan, Harvey Ascott

Producer: Lydia Martland

Casting Directors: Emma Garrett

1 st AD: Alexandra Armenteras

Runner: Ollie Green

Runner: Hal O’Sullivan

Editor: Jo Lewandowska

DOP: Jake Gabbay

Steadicam: Beau Pritchard-James

Focus Puller: Orlando Morris

Loader: Aida Garcia Vega

Camera Trainee: Christina Ivanova

Gaffer: Kieran Brown

Spark: Amarjeet Singh

Spark: Dimitrios Mavrogiannis

Stills: Jack Symes

Art Director: Tors Beedles

Art Assistant: Stella Hadji

SFX: Toby Saunders

Stylist: Bo Dube

Stylist Assistant: Sophie Gabbay

Tailor: George Oxby

Make-Up: Kayla Selway

Covid Supervisor: Claire Wilmore

Editor: Jo Lewandowska

Colourist: Ruth Wardell

Post Producer: Holly Tidwell

Post: Okay Studios

Music: Dolce

Lighting Equipment Supplied by: Pro Light London

Genres: Fashion & Beauty, People

Categories: Corporate, Social and PSAs, Charity

DOG EAT DOG, Thu, 01 Jul 2021 16:07:19 GMT