Each year, the fashion industry emits 2% of the global greenhouse gases. That’s 1.2 billion tons of greenhouse gases. It’s more than international flights and maritime transport combined. This is why for the 72nd Cannes Festival, the french creative studio WOLFGANG and a Parisian women suits brand called 17h10 is launching an awareness campaign with the French blogger Fadela. She will be climbing the glamorous steps of la Croisette with a dress made from 8 meters of unused red carpet.
Every day, 180 meters of red carpet are rolled out at Cannes. This project aims to change the perception of fashion at this iconic festival to make it more ethical. With 8 meters of red carpet leftovers, the designer took on the challenge to create a dress that will surely impress.
For 17h10, this isn’t just a one time operation. The brand is challenging the conventions of fast-fashion with a new capsule collection made entirely from upcycled materials. This is how a breakthrough concept will contribute to transform one of the most polluting industry into a sustainable one.
