The Worn Once Dress is a symbol of overconsumption and challenges the biggest influencers where they gather each year: the Vixen Awards.
The Worn once dress made from garments worn only once by Norway’s most well-known influencers highlights the growing issue of overconsumption in the fashion industry.
This phenomenon, where clothing is worn briefly and discarded, has become a symbol in the secondhand market but also emphasizes the fashion industry’s biggest problem: the extreme waste and overconsumption of clothing.
The goal of this initiative is to highlight the absurdity of wearing clothes so infrequently and encourage influencers and consumers alike to reflect on their buying habits.
By showcasing the idea of wearing clothes more sustainably, the initiative seeks to make the concept of “worn 50 times” more desirable than “worn once.” This effort is rooted in the belief that clothes should be used multiple times, and we need more role models who embrace this mindset, showing that clothing is not disposable.
Northern Playground’s commitment to sustainable fashion aligns perfectly with this message. The brand promotes long-lasting, durable fashion designed for both outdoor activities and urban living.
Its relaxed fit and functional designs encourage versatility, ensuring that clothing is used more often and for longer periods. This initiative aims to challenge the prevailing fast fashion culture and promote a shift toward a more sustainable and responsible approach to consumption.
In essence, the campaign encourages consumers to rethink their relationship with clothing, emphasizing the importance of durability, reusability, and sustainability in an industry that often prioritizes speed over quality.
By making sustainable choices fashionable, this initiative hopes to inspire positive change in the way we consume fashion.