Feinheit and Public Eye want to stop Switzerland's biggest fashion sin
Every year in Switzerland, tons of clothing end up in the trash. Public Eye is declaring war on fast fashion and calling on the Federal Council to take action with a concrete proposal for a solution. The accompanying campaign was created by Feinheit.
Nobody wears Switzerland's biggest fashion sin on their body. It is the approximately 100,000 tons of used clothing per year that is exploitatively produced, hastily consumed, incinerated as waste or exported. Public Eye is now drawing attention to this problem with a campaign. The key visual brings the mountains of waste to the Federal Palace so that the Federal Council no longer ignores the problem but takes action against fast fashion.
Public Eye Feinheit was brought on board to develop the key visual and other campaign material. The agency specializes in political campaigning and also advised the organization on all text work and measures for online and offline dissemination of the campaign.
Public Eye calls for fashion fund
At the heart of the campaign is a concrete solution proposed by Public Eye: the Federal Council should set up the so-called Swiss Fashion Fund. For every new item of clothing sold, the fashion industry would have to make a contribution. The more sustainable the product, the lower the contribution would be, creating incentives for fair, environmentally friendly and durable fashion. At the same time, the fund would promote cheaper repairs, more second-hand offers, high-quality recycling and more sustainable production.
The request to the Federal Council can now be made by means of a petition on Stop-fast-fashion.ch be supported. Public Eye is drawing attention to the collection of signatures with advertising and content on social media as well as campaigns by regional groups.
Responsible at Public Eye: David Hachfeld, Rebekka Köppel, Kaya Pawlowska , Romeo Regenass, Géraldine Viret. Responsible for fineness: Moritz Friess (project management & consulting), Alexandra Theiler (art direction), Stephanie Auderset, Carmen Schoder & Lucas Bally (text), Emily Wren, Christian Perez & Lara Hubacher (design), Catherine Pearson (layout).
