Top 10 Super Creative Sustainable Fashion Marketing Campaigns

I used to work in a company that were desperate to push their products to the part of the population that cared about the environment.

You should have seen our marketing meetings. We literally spent hours and days to try to come up with ideas on how to reach the right audience with the right messaging.

And when I tried to find some inspiration on Google, I couldn’t do it. At the time, it wasn’t a list of eco-friendly Sustainable Fashion Marketing Campaigns.

So I decided to do something about that. I spent hours researching every large sustainable fashion campaign – and put them together in this list.

Hope you enjoy. 🙂

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Who is this list made for?

I think it will be relevant for three groups:

  • Marketing people that need inspiration for their sustainable fashion campaign
  • Students studying Business administration or Marketing
  • Anyone who would be interested in creative marketing campaigns 🙂

That’s it.

Let’s start.


#1: Everlane Warming Jackets

Company:

Everlane

Key features:

  • Great, but simple
  • Slogan: “Renew!”
  • Sustainable clothing from renewable material

Photo source.

More information about the campaign

So powerful, yet so simple.

Everlane is not a company that is world famous. However, I have to say that I really enjoyed this ad.

Top notch.


#2: Levis® “Water less” campaign

Company:

Levis

Key features:

  • Cooperation with Water.org
  • Challenging people across the world
  • Highlighting the fact that you don’t have to wash your pants every week

Photo source.

More information about the campaign

Instead of pretending to do an awful lot of eco-friendly activities, Levis chose a different approach.

They don’t pretend to be a part of some type of environmental movement. However, they choose to spend a lot of marketing money on an environmental campaign with the hashtag #doingyourpart.

Levis is quite frank when they straight up say: change your habits. Use less water. Shower in our pants. And please don’t wash your pants every week – it’s absolutely fine to wait a couple of weeks between every time you do the laundry.

Additional photos from the marketing campaign

In 2012, people in more than 1300 cities across the world joined the Levis Water challenge.

These were the results:


#3: “Who made my Clothes?”

Company:

N/A

Key features:

  • Not an ad, but a movement
  • Started by Orsola de Castro
  • Focus on making the life better for fashion factory workers in South East Asia

More information about the campaign

Do you remember that a clothing factory collapsed in 2013, killing and injuring loads of factory workers?

If not: let me try to show you what happened.

This was the beginning of a movement called “Who made my clothes?”.

PS! I agree that this isn’t really “fast fashion advertisement”. However, I wanted to highlight this movement as it features why it’s important that we think about supporting the correct fashion companies. 🙂


#4: Lacoste: Save our Species

Company:

Lacoste

Key features:

  • Limited number of shirts
  • Each shirt represents a species that is threathened for extinction
  • Extremely successful marketing campaign

Photo source.

More information about the campaign

This Lacoste sustainability campaign was first highlighted on this website in another article that I wrote.

The campaign itself is so good that it should be mentioned over and over. And it was literally mentioned in all the big online newspaper with global reach.

To summarize, this is what Lacoste did in their “Save the species” fashion campaign:

  • They swapped the famous Crocodile logo with threatened species
  • In order to illustrate that there are few species left, only 3500 shirts were sold in total

#5: Patagonia: Don’t Buy this Jacket

Company:

Patagonia

Key features:

  • Applauds minimalism
  • “Reverse marketing?”
  • Highly succesful and mentioned all over the news

More information about the campaign

If you tell a child that he or she shouldn’t eat up his fish – the child will do it.

I am not sure whether or not Patagonia was looking for this type of effect when they launched their “Don’t buy this jacket” campaign.

It was a very simple ad that they featured in various newspapers. However, Patagonia themselves published a press release just after the ad was live. In the press release, which you can read here, they claim that they wanted to “address the issue of consumerism”.

Frankly, I believe this is a genius ad – in many ways..


#6: Arise Collective & WWF

Company:

Vision Direct

Key features:

  • Sunglasses made out of recycled material
  • A percentage of the sale went to save animal species in Australia through WWF

More information about the campaign

This is what I call a perfect example of a modern, classic sustainable fashion campaign.

It got all the elements to become successful:

  • Fashion product made out of recycled material
  • A commercial e-commerce company partnering up with a global wildlife organization
  • Some of the revenue of every sale goes back to wildlife conservation
  • Win-Win-Win for the company, for WWF and for the planet. 🙂

Absolute top notch marketing.


#7: Go Green, Wear Blue

Company:

H&M

Key features:

  • Product launch of jeans made in a more sustainable material
  • Launched globally
  • The new product line was made to minimize energy and water usage

Photo source.

More information about the campaign

I believe the bullet points “says it all” about this marketing campaign from H&M.

If you’re particularly interested in reading more, feel free to read their press release by clicking here.

#8: Adolfo Dominguez: Old Clothes

Company:

Adolfo Dominguez

Key features:

  • Why is it that clothes in the past were made out of such high quality?
  • Featuring the fact that fast fashion didn’t exist “back in the days”
  • Super powerful video campaign

Source: Chinamadrid.com

More information about the campaign

All I need to do is show you the video:


#9: Worn Wear: Better than New

Company:

Patagonia…who else?

Key features:

  • A movie production to highlight the fact that clothing can be reused
  • The movie was launched on Black Friday
  • Made by the brilliant company Patagonia

More information about the campaign

#10: Youtube: “Tired of fast fashion?”

Company:

N/A

Key features:

  • Short Youtube clip
  • Focuses on fast fashion
  • Strong messaging

More information about the campaign

It’s not much to say about this last clip.

The Youtube video highlights a very important message – as you can see for yourself:


What makes a good sustainable fashion marketing campaign?

I’m glad you asked.

As I wrote in the introduction of this article, I have quite a lot of experience in the field.

After a combination of study and work, my suggestion is that a successful sustainable fashion marketing campaign should include (at least some of) these elements:

  • Cooperation with a non-profit environmental organization
  • Be very clear about why the product/service is eco-friendly
  • No greenwashing
  • Be clear on what type of eco-friendly initiative the product will help against (saving water, using less electricity, reduce food waste, etc.)

If you want to know more about how we (successfully) introduced some bamboo sunglasses on the global market, you can read my story by clicking here.

I would go so far as to say that it’s a “must-read” for anyone owning a company selling eco-friendly merchandise. 😉

Related articles

If you enjoyed this article, I’m sure you would like these as well:

Please note that I love to interact with my readers. “Unfortunately” the website has grown to where I can’t always answer all comments the same day, but I try to answer you in the comment section within 48 hours (unless I’m on holiday).

So if you have questions about sustainable marketing, feel free to leave a comment below.

FAQ

✅Is sustainable fashion really sustainable?

A lot of it isn’t.

When fashion companies try to label their non-eco-friendly clothing as “eco-friendly” or “green”, it’s called greenwashing. That’s something you should never ever contribute to. Most “green consumers” will understand straight away if a company really wants to be eco-friendly…or if they just want to squeeze money out of a new group of consumers.

If you want to read more about greenwashing, I will recommend this article on Investopedia.

✅Is sustainable fashion more expensive?

It often is.

Unfortunately, we are still living in a world where it’s financially smart to pay your employees a low salary and use textiles that harm the world. The few companies that shift towards green and sustainable operation methods will, by definition, have higher costs.

That’s why sustainable fashion is more expensive.

✅Can all consumer products be made sustainable?

Everything that leaves a carbon footprint can be made more sustainable.

However, there are many cases where the product itself isn’t the problem – but where we have to see a consumer behavior shift. And I wouldn’t say that most consumers of everyday products care too much about how eco-friendly their products are.

5 thoughts on “Top 10 Super Creative Sustainable Fashion Marketing Campaigns”

  1. We are working on a school project in Spain (Barcelona).

    Do you think it’s OK if we copy what a lot of Lacoste did with their campaign and try to make it our “own”? Or will the teacher be angry about that?

    1. Hi Manuel.

      Great that you would use the Lacoste commercial in your school project. However, I would strongly advise you to be open to your teacher about where you found your inspiration. I’m sure your teacher will understand.

      Hiding your sources is not a good idea.

      Good luck with your school project – it sounds interesting! 🙂

  2. I’m probably not allowed to say this, but Patagonia is a company that values the PR from their “environmental fashion campaigns” the most.

    My friend used to work there. Believe me when I say that everything is calculated. 😉

    I’m gonna give Patagonia and the other companies credit for developing cool and interesting marketing campaigns. On the flip side, I also wanted you to know that nothing is a coincidence with these guys

  3. Would you consider the fur campaign by Pamela Anderson a sustainable fashion campaign?

    I mean, the main goal of the stunt was to get companies to stop producing fur clothing. Not sure if that relates to what this article is about, I just want to hear your opinion on that. 🙂

    By the way; super great article!

    1. Good question. 🙂

      I definitely would put it on the list if I had more space. It was a clear statement about not killing animals for fashion.

      Even though I believe animal cruelty was highlighted more than environmental issues through that campaign, it would fit in my list.

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