Belfast-based international model and creative Eli Yeung has joined forces with Another World Belfast CIC and partner charity Show Some Love, founded by Connor Kerr and Becky Bellamy, to launch a groundbreaking campaign to foster conscious consumerism and advocate for sustainable fashion choices. The initiative, titled "#OneDresstoImpress," seeks to challenge traditional fashion norms and encourage individuals to make environmentally responsible choices regarding their clothing.
Throughout August & September, Eli Yeung will exclusively wear a vintage Tommy Hilfiger jacket and matching Timberland trousers sourced from the Show Some Love shop. By donning this timeless and versatile outfit, he aims to demonstrate that one can achieve various looks through simple styling and accessorising, thereby promoting reusing and repurposing clothing. Eli's innovative approach has seen him reimagining the outfit each week, incorporating items from his existing wardrobe and ethical brands such as the Firehorse scarf and Commodity perfume.
The campaign's core message emphasises that fashion can be fun and sustainable. By embracing the philosophy of "buy better, buy less, buy secondhand," the campaign seeks to shift the paradigm away from the current fashion industry's fast, disposable, and wasteful nature. The campaign's rallying cry, "Re-wearing is the new Box-fresh," underscores the idea that wearing a garment multiple times significantly reduces the industry's environmental impact.
The fashion industry, known for its heavy environmental footprint, is a focal point of concern. On average, a piece of clothing is worn merely seven times before being discarded. The UK clothing sector alone is responsible for emitting approximately 3.3 billion tonnes of CO2 annually—equivalent to the combined carbon footprint of all 28 EU states. Eli Yeung's collaboration with Show Some Love aims to address this issue by promoting the practice of re-wearing clothing items to extend their lifespan and reduce waste.
Show Some Love has established itself as a beacon of sustainability, boasting a vibrant community dedicated to meaningful change. The organisation's ongoing initiatives include the Show Some Love shop, a hub for beautifully curated secondhand clothing. These items, sourced from generous public donations, contribute to the creation of a sustainable circular economy. Notably, the majority of donated items are redirected to the Free Store—an appointment-only clothing bank styled as a boutique. The Free Store offers a personalised shopping experience, free from judgment and any payment. This initiative collaborates with local charities serving marginalised communities facing challenges such as poverty, homelessness, domestic violence, and social exclusion.
Eli Yeung and Show Some Love's "#OneDresstoImpress" campaign is a powerful call to action, urging consumers to embrace sustainable fashion choices and challenging the fashion industry to adopt practices that prioritise the well-being of our planet and its inhabitants. Through this unique collaboration, Eli Yeung and Show Some Love are proving that fashion can be a force for positive change.
For media inquiries, please contact:
Becky Bellamy
Eli Yeung
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