Campaign of the Week | I will wear out plastic

An innovative fashion line with one goal in mind, end the use of single-use plastic bags – incorporating trendy reusable bags into items of clothing.

The Challenge

The United Nations Environment Programme (UNEP) runs a campaign called #BeatPlasticPollution which draws much-needed attention to the current over-reliance on single-use plastics in the modern world, with around 300 million tonnes of plastic waste being produced every year. More than 99% of plastics are produced from chemicals derived from oil, natural gas and coal — all of which are non-renewable resources. 

Looking to tackle this issue, UNEP and creative agency OGILVY Mumbai worked together to develop a campaign that would catch the attention of the general public by sharing a clear message and a call to action for people to get involved in the collective fight against single-use plastics. 

Given that one of the biggest appeals of single-use plastics is convenience, their goal was to create a campaign that would share the urgency needed to act on this issue, without inconveniencing their audience. 

The Approach

UNEP and OGILVY Mumbai brought in award-winning designer Masaba Gupta to design a line of clothes with detachable bags on them. She created a line of dresses that are trendy, flattering and comfortable – all while offering unparalleled levels of convenience when shopping.

Every dress has an innovative design through which a detachable bag has been incorporated. The bag can be taken off, used and attached back to the dress with ease and whenever needed. The I Will Wear Out Plastic campaign used fashion as a tool to convey that the best way to beat single-use plastic is to always have a bag on yourself. Through this innovative design, people were literally wearing the solution. 

The Impact

Looking to maximize the positive impact her designs could have in the climate change sphere, Masaba did something most designers are strongly against – she put out an open call for any interested designers to copy her designs, and encouraged people to create knock offs of her dresses. Working with OGILVY Mumbai, Masaba released DIY videos on how to create the reusable bags and how to weave them into her designs.