The Woolmark Company - Wear Wool, Not Waste

The first synthetic fibres, introduced in the 1930s and seen as a groundbreaking innovation, have since become a staple of fast fashion - unfortunately, at a devastating cost to our environment.

Once discarded, these fabrics don’t just disappear - they can take over 200 years to break down, leaching toxins and microplastics into our soil, oceans and even our bodies. They choke marine life, disrupt the food chain and continue doing harm long after people have moved on to the next trend.

The creative strategy highlights a chilling truth: synthetic fibres are not just an environmental burden but a persistent and insidious threat - a haunting legacy of bad decisions.

The campaign, ‘Wear Wool, Not Waste,’ leverages the horror genre to depict the fast fashion crisis. Synthetic garments are reimagined as haunting, zombie-like entities - ghosts of past fashion choices - tormenting the planet for generations.

The film uses visceral imagery to depict a world consumed by synthetic fibres, creating a sense of urgency and unease. By contrasting this stark reality with the purity of wool and the natural world, the campaign aims to shift passive concern into active change, revealing the harrowing legacy of synthetic materials left unchecked.