What on Earth are you wearing? Selfridges launches their #MaterialWorld campaign

Dispelling the myth that ethical fashion is all about ‘weird looking harem pants’, Selfridges launch their new campaign by asking ‘What on Earth are you wearing?’. They have teamed up with some of the fashions industry's most exciting young designers, who use only ethically sourced materials for their collections, in their latest campaign, Material World.

What better way to celebrate a new campaign than with a quirky film in collaboration with music film director, Anna Ginsburg, and illustrator, Sara Andreasson, to school you on why you should go green. Guided by interviews soundbites with the designers featured in the campaign and reinforced by Andreasson's psychedelic drawings, the film aims to inform about the pollution caused by our best loved materials; in the manufacturing and discarding process.

Focusing on eight of the world’s most popular materials; cotton, denim, linen, plastic, cashmere, viscose, leather and wool, Selfridges want to show you how to wear them more sustainably. All of the brands chosen use alternative materials or manufacturing methods for their garments, including Fashion Conscious favourite, Vyayama.

See the full edit of new sustainable labels at Selfridges below. For more ethical brands check out our Labels Who Love, designer directory.

Elizabeth Cooney