Fashion Campaign ‘Sinking into Sustainability’ Highlights Environmental Impact of Fast Fashion
Global warming and climate change are critical issues that are a looming threat to the entire world. While many discuss their impacts, some remain silent, and industries, particularly fast fashion, continue to pollute recklessly, with fast fashion alone causing 20% of global water pollution. To address this, Syed Qazzafi, CEO of Miraal Events, has been creating impactful art to raise awareness about climate change and the dangers of fast fashion.
After several sustainable fashion shows in the UK, a flash mob in Islamabad, and climate change documentaries, the environmental activist has conceptualized and produced a striking new photo shoot.
The fashion campaign “Sinking into Sustainability,” highlights urgent climate change issues such as rising sea levels, coastal erosion, extreme weather, melting ice caps, shifting precipitation, biodiversity loss, and pollution. The photoshoot is a visual representation of the climate crisis, where a room is cluttered with plastic waste and is decorated in such a way that it appears as a partially submerged room. Models Abeer Asad and Zara Ahmed stand amidst the devastation, showcasing high-fashion, reusable outfits designed to significantly mitigate the impact of climate change. The goal is to demonstrate how Earth’s suffering from our negligence underscores the urgent need for us to take responsibility and make meaningful changes. The beautiful images have been captured by Muhammad Husnain Mehmood (MHM), while the art director Ahmed Shah has done a stunning job in creating a gloomy atmosphere to show the threat mankind is facing. The designer is Ibraheem Rayeen, and hair and makeup is by Saleha Mehmood and Fatima Saeed. The coordination was done by Maryem. As the creative director, Syed Qazzafi aims to utilize fashion to raise awareness and inspire action on global warming.
However, the efforts of the team do not end here and Syed Qazzafi in partnership with Saffron Events UK, and Graphics media as the production partner, is all set to launch a fashion show titled Style Fashion Summit in Glasgow. The event will be held in 2024 and will present itself as an influential platform that showcases sustainable fashion practices. Several Pakistani celebrities, designers, and models will be a part of this project. A new fashion line called EcoChic will also be introduced at the summit. This is a Pakistani sustainable fashion brand that aims to reduce the carbon footprint the fashion industry leaves on our planet. The Style Fashion Summit is being held in Glasgow since the city hosted the prestigious United Nations Climate Change Conference COP26.
Other important individuals who will be a part of the summit include Ahmar Aziz, Vice Chairmn of the Pakistan helpline. He is amongst the few names in Pakistan who feels strongly about the climate crisis and believes instant action must be taken. He is also the sponsor of the event and aims to educate citizens internationally regarding global warming. The dedicated designer Azra Bano will also be present with some intriguing designs and lessons on how sustainable fashion can make a difference, whereas the creative Najma Panhwar of Green Stitch Clothing will be introducing her line of sustainable clothing and will be talking about why fast fashion needs to be controlled. Syed Ali Jubran, the Assignment Editor of Express News will also be joining the team as an observer.
With such sustainable fashion summits, photo shoots, and documentaries, Pakistan will soon be standing in the forefront as one of the countries that is committed to healing the world.
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