All organisms need water, yet the water resources on our planet are depleting significantly. Ever since the first garments were created, there has been a deep dependency between the manufacturing of apparel and water. The fashion industry relies heavily on water, starting from the production and harvesting of natural resources such as cotton to the manufacturing processes of products and finally during disposal and recycling. Furthermore, many of the units use harmful dyes which lead to the contamination of rivers and oceans worldwide. This has led to the fashion industry becoming the second largest water consumer which is a statistic that is often overlooked by big brands and is rarely brought to the public’s attention.
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This project exposes the reality of water scarcity by creating a narrative-based moving image to raise water consumption awareness in the fashion industry. The detection and assimilation of this information was critical in creating a strong dialogue between the consumers and the brands in the industry. Our objective is to help consumers make informed choices when purchasing clothing so that their purchases are planet-centred.
