another high-profile campaign by the Salvation Army and Cloudfactory

During the Dutch Sustainable fashion Week, the Salvation Army ReShare is launching a fashion collection made from used clothing from their sorting center. For the project, titled ‘Re-Imagine’, the organization invited five designers to translate their vision of a sustainable future of fashion into 25 outfits. For the exhibition of the collection in the Sustainable Fashion Experience Center on Amsterdam’s Kalverstraat, a high-profile image campaign was developed by creative agency Cloudfactory.

Each poster from the campaign shows a worn item of clothing from the Salvation Army ReShare sorting center, the umbrella organization behind the Salvation Army’s second-hand clothing stores. It is written about an old track jacket: ‘This is a dress’ (translation: ‘This is a dress’). About a torn jeans: ‘This is a jacket’.

Beeld: Cloudfactory

The campaign revokes the work ‘La trahison des images’ (‘The betrayal of the representation’) by the surrealist painter René Magritte. It shows a painting of a pipe, with the text ‘ceci n’est pas une pipe’ (‘this is not a pipe’) below it. With the painting, Magritte emphasized that in reality the pipe is not a real pipe, but an image of a pipe: what is seen is a representation we make of something, not a factual thing or a hard truth.

Creative directors Julio Álvarez and César García translated that idea into used clothing. The image of a track jacket, they argue, is just a representation of it – in reality it could also be a dress. “A garment is not what it seems,” García said in a Cloudfactory press statement. “In the eyes and hands of a designer, a second-hand garment can provide the material and inspiration for a completely new, surprising garment.” The campaign thus ‘shows the magic behind sustainable fashion’, he says.

Beeld: Cloudfactory

Cloudfactory was also behind the ‘Truly Destroyed’-campagne initiated from the Salvation Army earlier this year in response to Balenciaga’s ‘Fully Destroyed’ sneakers. With the campaign, the Salvation Army and Cloudfactory – with success – called for more attention for the homeless.

The collection that emerged from Re-Imagine is on display at the Sustainable Fashion Experience Center through October 9, as well as a second-hand clothing sculpture also made by Cloudfactory.


Source: fashionunited.nl by fashionunited.nl.

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