Love Our Work: Claire Austin on Atacama RE-Commerce

Fashion overproduction is a mounting problem. Literally. Mountains of discarded garments are visible from space. Burning piles of clothing impact the environment and health of those forced to live among the smoke. As recently as 20 years ago, most brands would release four collections a year. With the rise of fast fashion, some now churn out as many as 52.

At the same time, big fashion brands -- well versed in behavioural economics -- understand the power of scarcity. Excess stock kills desirability. So rather than mark down or donate, they dump.

​

The Work

The Atacama RE-commerce project, created by Brazil's largest independently-owned agency, Artplan, is a response to this example of capitalism at its most absurd. The execution itself is, of course, fantastic. A digital platform selling luxury clothing dumped in the Chilean desert (lovingly washed, don’t worry) for the price of shipping alone.

But of course, it’s about so much more than e-commerce. It’s about awareness. Buyers don’t just get clothes, they become walking, talking billboards for the cause. A pair of Calvin Klein jeans becomes the ultimate conversation starter. And the work starts conversations about accountability. It’s saying “Oi, over here!”, waving hands and flashing lights at what the fashion industry is trying so hard to bury in the sand.

What’s To Love?

It shows the power of creative minds in a world where AI challenges our place. As Rodrigo Almeida Monte, CCO of Artplan, puts it, “Creativity goes beyond design or aesthetics" -- although they’ve nailed that too -- “We took a real problem and turned it into a story that connects, engages, and raises awareness.”

Because while we all want to be a force for change, problems this big can feel insurmountable. Especially when consumption has become hard-wired into our nature. How refreshing to see such a complex issue tackled so artfully. In a way that rightfully finger-points at the root cause and doesn’t feel preachy.