Ogilvy India and Masaba curate ‘I will wear out plastic’ clothesline

The clothing line with detachable bags sends out a strong message on #BeatPlasticPollution

e4m by exchange4media Staff
Updated: Jan 23, 2020 12:08 PM

UNEP India has joined hands with Ogilvy India to launch an innovative campaign to highlight its work on phasing out single use plastic.

Masaba Gupta enriches this initiative by creatively transforming the campaign into a clothing line.

The clothing line with detachable bags sends out a strong message on #BeatPlasticPollution.

The ‘I WILL WEAR OUT PLASTIC’ concept has been created by Ogilvy, especially for UNEP and the clothesline has been designed by Masaba.

UNEP India has been a major catalyst in India’s campaign against single-use plastic ever since #BeatPlasticPollution was launched on World Environment Day 2018 in partnership with the Ministry of Environment, Forest and Climate Change.

This creative collection aims to reduce the use of plastic bags in a unique way. Each garment has, as an exclusive accessory, a detachable reusable bag that is a fashion statement by itself.

Acknowledging this initiative, Atul Bagai - Country Head, UNEP India said, “Addressing environmental challenges such as plastic pollution call for behavioral changes in society and it can have a huge impact when an acclaimed fashion designer like Masaba Gupta makes an environment statement through an entire clothing line. We look forward to the success of this innovative idea and thank Masaba Gupta and Ogilvy for associating with us.”

Masaba Gupta says, “This is not just a collaboration, it’s a war cry. This is House of Masaba’s way of giving back to the environment. It’s the need of the hour and we are taking that conscious step towards sustainability, because the global environmental crisis is all too visible now. Plastic Pollution is one of the largest environmental threats faced globally and there’s an urgent requirement and responsibility to address it. The Fashion Industry is also known to produce the most global wastage. This time, we’re using fashion as a tool for empowerment and activism. We encourage people to understand our concept and try to recreate their own permutations and combinations to take this concept forward.”

Sukesh Nayak, Chief Creative Officer, Ogilvy says, “This is Ogilvy India coming together to solve a global problem. We have worked on a global problem and have come up with an idea that is unique and universal. I am thankful that Masaba agreed to partner us and bring our idea to life, by designing a clothing line, where a part of the garment, when needed, turns into a bag. This is high fashion making a statement and serving a purpose for a cause. We thank UNEP India for inspiring us with their commitment towards environment conservation.”

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