In addition to the shows with fashion trends, the 54th edition of São Paulo Fashion Week, which takes place at Komplexo Tempo, in Mooca, the event reserves activations and experiences for journalists and the public. One of them is Electrolux, sponsor of the event bringing the occupation Break The Pattern, inspired by its global brand campaign.
On average, our clothes are only worn 10 times and then discarded. Of this disposal, only 1% of the parts are reused or recycled. Therefore, Electrolux wants to inspire everyone to rethink this standard and take better care of their clothes, keeping them in use for longer and, therefore, reinforce the global campaign at SPFW, bringing comparisons of textile disposal in the Atacama Desert and in the city of São Paulo.
In addition to this awareness, the brand reinforces at the event how much the subject is a trend, bringing an exhibition with exclusive looks originating from discards in the Atacama Desert and created in partnership with the Swedish brand Rave Review?? The brand’s designer duo is known for its colorful, recycled and sophisticated collections. The result of the partnership is the first collection in the world created from pieces taken from one of the largest textile landfills today. The goal is to highlight the growing and negative impact of textile waste and show an inspiring example of re-signification of clothes, capable of revolutionizing consumer behavior.
Livia Schück, co-founder and creative director of Rave Review, says:
“We have always believed that the fashion of the future cannot exist the way it does today. I think all of us must change, one way or another. When it comes to fashion, probably the most tangible and easiest way to do that is to take care of the pieces we already have.”
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