Sustainability is a fashionable word in the clothing industry. But when fashion brands talk about sustainability, the focus tends to fall on the production of clothes, while few want to mention the elephant in the room: the unsustainable consumption of them. Recent studies show that clothes are discarded after 10 uses on average and that only 1% are recycled into new ones. Instead, most of them end up in garment graveyards like in the Atacama Desert, where 39,000 tons of fashion leftover end up annually.

As a company with a big sustainability focus, Electrolux wanted to raise awareness of how our overconsumption of clothes affects the environment negatively and encourage consumers to take better care of the clothes they already have. The objective became clear: educate people about the problem and show our products can play a vital role in making clothes last longer.

The team behind "Break The Pattern" believed that the story needed to be conveyed with a strong, purposeful and well-crafted approach, resulting in a delicate, balanced, and complex edit that emphasizes the unsustainability of our clothing consumption.

The constant rotation and frame-rate were carefully planned prior to the shoot by the director, cinematographer, and editor to enhance the weight and seriousness of the visuals. During the edit a close collaboration with the VFX studio ensured the pacing and rhythm of the complex shots were timed correctly.

Additionally, during edit a tailor-made version of Nina Simone's "Everything Must Change" was created in collaboration with the composer to fit seamlessly with the visuals, hitting all the right cues.

These elements come together to create a well-orchestrated and powerful edit that crescendos with the devastating truth of our wear and tear lifestyle, highlighting the importance of taking care of what we already have.