Russian Sustainable Initiative Reached 27 Mln Views In Tiktok (Source: The Fashion Book Magazine)

Industry: Fashion

This year (and particularly its spring months) made the whole planet think what we are buying for and why we are doing it. The fashion industry has faced new challenges: designers wanted to change the fashion calendar and the fashion community in general was thinking about how to spend less resources and meet the sustainable demands of the customers.

San Francisco, CA (PRUnderground) June 29th, 2020

A lot of designers and tops of fashion world have already spoken out for the merging global changes via different social platforms. One of them became a fast-growing network of short videos TikTok. In conjunction with Global Talents Digital of Russian Fashion Council they launched a new challenge, called in Russian #перезагружаюмоду (in English #rewiringfashion).

#перезагружаюмоду (in English #rewiringfashion) is aimed at drawing attention to changes in the fashion industry and the problem of overconsumption. Together with the most prolific and famous designers and artists it is about to highlight the most acute problems of nowadays. The challenge has raised some questions: do you want clothes and accessories to be drawn on the mirror just by clicking? Do you want things to last longer and trends to change less quickly? And finally – do you want to participate in person in the reboot of fashion together with designers and TikTok stars?

Just to mention, that Dries Van Noten was the first one to speak out for the changes in the industry. More than 2000 fashion experts and designers (among them are Missoni, Haider Ackermann, Isabel Marant, Oscar de la Renta and so on) already signed the petition #rewiringfashion and supported that. Russian Fashion Council and TikTok have launched the #rewiringfashion challenge to aware a wider community about the demand for changes, expressed by the group of industry professionals.

Today’s fashion threatens the whole industry, consumers and even the environment. Global Talents Digital cannot remain indifferent and already united some Russian and international designers, influencers and artists to support this sustainable vision. Linus Leonardsson, Nataly Osmann, Karina Nigay, Regina Turbina, Alina Charova, Kenanovskaya and many others are trying to draw end customer’s attention to what’s happening in fashion now.

Perhaps that’s the reason why the majority of participants of Global Talents Digital use upscaled materials while working on new collections. So, such brands as ophelica and Shell as well as the virtual model Kim Zulu presented fully digital collections, the release of which did not require the use of any materials. And DANIIL KOSTYSHIN presented a mixed collection of digital and real clothing, which was made from recycled plastic.

“Coronavirus made the professional fashion community think about drastic changes, but they will not be effective without the support of the public. #перезагружаюмоду (in English #rewiringfashion) already gathered more than 27 mln viewers all over the world and we are sure that is only the starting point”, says Alexander Shumsky, president of Russian Fashion Council.

Are you willing to join the challenge and help to change fashion forever? Then follow #перезагружаюмоду (in English #rewiringfashion) on TikTok and see what will happen next.

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