The fashion and clothing industry has launched Seamless, the National Clothing Product Stewardship Scheme, to begin a transformation of the way Australia designs, consumes and recycles clothing. Dentsu Creative Public Relations was recently tasked with developing the Seamless brand, visual identity and supporting the Seamless scheme launch with the fashion industry and Minister for the Environment and Water Tanya Plibersek.
Says Leila Naja Hibri, CEO of the Australian Fashion Council: “We are setting a new paradigm for the industry in response to an environmental and systemic waste problem and needed a partner that could help us translate the complexity of the scheme into a simple, yet powerful narrative and visual representation. When Dentsu Creative Public Relations presented us with the Seamless branding, we knew we had the right partner.”
Says Tim Powell, chief PR officer of Dentsu Creative: “Product stewardship can be complex to communicate. With Seamless, the fashion and clothing industry has created a brand that will galvanise action by brands and engage consumers. Congratulations to the consortium members and to the six clothing and retail brands who have become foundation members of Seamless.
Powell is a Board member of the Product Stewardship Centre of Excellence and an advocate of stewardship thinking for brands, industries and supply chains to take responsibility for lessening the environmental impacts of products they put on the market.
Says Powell: “Dentsu is committed to helping people around the world make more sustainable consumption choices, and encourages us to work with clients to build a society that is circular, inclusive, restorative, and low carbon.”
The Seamless logo and tagline was created by Dentsu Creative’s design team.
The design was inspired by fashion brand aesthetics. Refined, elegant and simple, it conceptually explores weaving fabric in a circular motion. The abstract ‘S’ shape incorporates a loop, tying in the circularity concept and its regenerative power.
Dentsu Creative assisted the Australian Fashion Council to develop and execute an earned media strategy to amplify the Seamless launch, based around an industry launch event at Sydney’s Powerhouse Museum.
Seamless Foundation Members – Michael Scott (Chief Customer Officer Rip Curl), Paul Grossman (CEO R.M. Williams), Lorna Jane Clarkson (founder and Chief Creative Officer Lorna Jane), Gayle Burchell (Chief Commercial & Sustainability Officer THE ICONIC), Hon Tanya Plibersek, Vanessa Churnin (Head of Communications & Corporate Affairs Big W), Scott Fyfe (CEO David Jones) Credit: Australian Fashion Council