After oil, the fashion is the second most polluting of the planet with 1.2 billion tons of greenhouse gases emitted each year. The mere making of a t-shirt requires 2,700 liters of water. Jeans between 7,000 and 11,000 liters. The maintenance of our synthetic machine garments releases about 500,000 tons of micro particles of plastic in the oceans each year, the equivalent of 50 billion plastic bottles. So is it possible to associate mode and ethics ?
On the occasion of the 72th edition of the Cannes Film Festival, the creative and advertising production studio Wolfgang accompanies the young French brand of women's tailors 5:10 p.m. in setting up a major awareness-raising operation. Every day, nearly 180 meters of red carpet are rolled out for the needs of the Festival. 5:10 pm was launched on challenge to make a dress from eight meters of the famous undeveloped red carpet: The Red Carpet Dress. On the occasion of the traditional climb of the steps, the influencer Fadela worn this dress, under the eyes of cameras around the world.
To live up to requirements of the event, it took 17h10 several months of work on the design and material to make this unique piece. A collection of upcycled tailors in limited series was created to accompany The Red Dress Carpet. Thus, 5:10 pm and Wolfgang are part of the joint desire to reinvent their sectors, to use the codes of the entertainment to draw attention to important and sensitive topics and to commit to the planet.
Imagined by: 5:10 p.m. by the agency Wolfgang