Selfridges wants you to shop more responsibly.
So, they've launched a new campaign called #MaterialWorld to explain the detrimental effects fast and irresponsible fashion has on our ailing world.
Selfridges' website is promoting its own sustainable brands and want to dispel popular myth that sustainable fashion is all about weird harem pants.
To get their message across, they enlisted the help of director Anna Ginsburg and illustrator Sara Andreasson to create this bonkers, yet educational, short for them.
Anna Ginsburg spoke to It's Nice That, about the project, saying,
We've used the illustrations to emphasise what's being said and guide the viewer through what is quite a lot of information. The drawings rest on moments that are significant through the interviews and we're using them drawings as a fun way of informing people about a serious issue.
The video highlights some of the issues with wool and denim manufacturing, as well as the perception of sustainable fashion being 'uncool' and not 'punk'.
Buying selectively and sustainably has been something designers like Vivienne Westwood and Stella McCartney have been saying for a while now, and it seems that consumers as well as companies like Selfridges may be finally listening.