The ‘Aquarium of Truth’, mirrors the current state of our oceans that have been bearing the brunt of pollution, including uncontrolled dumping. The campaign recreates a gigantic fish tank featuring plastic bottles, bags, soda bottles, straws and disposable cups to portray a true picture of what one would find at the bottom of the ocean, according to the release.
Speaking about the initiative, Raza Beig, Director – Landmark Group and CEO of Splash said: “As one of the region’s leading fashion brands, Splash wants to encourage consumers to pursue a living without plastic and consciously incorporate alternatives into their everyday lives for a better future. Plastic represents a new environmental and health threat and our latest campaign focuses on representing the devasting effect of plastic on the ocean and starting a movement against single-use plastic.”
Sustainability goals for 2020
Middle East’s largest high-street fashion retailer has also decided to augment its own sustainability goals for 2020 by planning to produce 80% of its products using sustainable and ethically sourced materials.
“We have advanced our sustainability initiatives and reiterated our existing goals to deliver fashion by producing 80 per cent of our products using sustainable and ethically sourced materials. Our design teams are contributing to the goals by spending more time researching and sourcing sustainable fabrics and manufacturing methods. With the adoption of sustainable solutions and new technology, the brand will significantly decrease its carbon footprint, Beig said in a press statement released recently.
Apart from using recycled polyester, produced from discarded plastic bottles, Splash is already using eco-friendly fabrics such as Tencel, 100% Organic Cotton and Lenzing Viscose, across several of its fashion lines which is now 70% sustainable.