Rain Dance X Akedo

The global decline in water reserves is a highly concerning issue, and the fashion industry's role has a potentially devastating environmental impact. The industry is particularly vulnerable to water-related crises because raw materials like cotton account for up to 90% of natural

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fibres used in textile manufacturing. It takes approximately 1kg of cotton to make just one pair of jeans and a t-shirt, which in turn requires a whopping 10 000 litres of water. Yikes! Because cotton is so extremely popular and widely used, technological advancements in developing alternative, less-thirsty sources of raw fibres have been severely delayed. With raging droughts the world over and access to water becoming increasingly complicated, it is clear that the fashion industry's heavy reliance on cotton must shift.

PHOTOGRAPHY - STEVE MARAIS
STYLING - PETER GEORGIADES
HAIR & MAKE-UP - TINA HOFFMANN
MODEL - JORDAN BUTLER

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Type

Fashion, Nature, Landscape, Catalogues & Lookbooks

Industries

Advertising, Digital, Fashion, Luxury, Culture, Lifestyle, Sustainability

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