Clothing retailer Carlings won the top prize in the Digital Craft category at Cannes Lions, for its ‘adDress the Future’ campaign that lets fashionistas show off their clothing designs without harming the environment.
The platform, described as the “world’s first digital clothing collection with 0% negative environmental impact” consists of virtual clothes that today’s 18-to-25-year-olds can wear on social media in order to showcase their fashion creativity without harming the planet.
Through mobile photo meta-data, a virtual tailor adjusts the clothes in the 3D program Marvelous Designer, where digital clothing design is created in the same way as real clothes.
Because it is digital, there is an infinite number of pieces available once a piece has been created.
This means an infinite clothing collection, and the production has had 0% negative impact on the environment. The electricity was produced with green energy, and all income went directly to WaterAid.com.
