Fashion industry has formed the trend of 'fast fashion' in order to sell more product as much as possible. Since then, the industry has been cranking out cheap clothings based on drastically short fashion cycles, so that consumers can easily throw away clothes and buy new ones.

Although this may somehow resulted advance in fashion, it produced massive amount of fabric waste that plays a major role in water pollution, climate change, and even desertification.

As a manufacturer of home appliances for clothing care, LG has been working to develop technologies that minimize clothing damage. In fact, AI DDTM technology has developed to increases fabric protection by 18% while washing, and with this effort, we also wanted to create a social movement that reduces clothing waste from the perspective of better care for your clothes and wearing them for a long time.

To reduce environmental pollution, it is important for consumers and companies to understand environmental impact and act out to reduce clothing wastes.

LG came up with “#CareForWhatYouWear” campaign as their ongoing commitment to reducing its global carbon footprint for better tomorrow.

The campaign ensure social awareness on the importance of reducing clothing wastes, provoking the appareal industry to care more about environmental sustainabiltiy in their business and provide consumers hands-on methods to care for sustainable clothing through small but new habits.

LG’s #CareForWhatYouWear campaign spreads message of sustainability in fashion. To give our message, we used various channel including film, social, outdoor, and other communication channels to connect with consumers.

Our strategy was to carefully craft a campaign film to explain current situation of clothing waste causing environmental problem. Then to ensure industry to act out for this problem through sustainable fashion, we teamed up with several fashion brand to introduce sustainable line of clothes. At the same time, we also wanted consumers to deeply understand how serious the problem is and participate throght simple habits they can make in their daily lives. With the help of some infamous fashion & lifestyle influencers well known worldwide, we spreaded message about how people can take a part in solving the environmental problem through simple steps.

Starting with a viral video to raise awareness, LG and NET-A-PORTER, a leading online luxury fashion retailer, teamed up with three brands committed to fashion sustainability: Mara Hoffman, Le Kasha, and Bondi Born, to create fashion using 100 percent long-lasting machine washable materials for easy management without dry cleaning.

Led by famous influencers Zeena Shah, The Anna Edit, and Monikh Dale, #CareForWhatYouWear campaign also includes social media contents encouraging consumers to upcycle, repurposing old clothes, and how to make their clothes last longer through proper washing process. Social event was also executed so that consumers can engage and experience overall process of recycling, reducing clothing wastes.

#CAREFORWHATYOUWEAR have made strong impact upon international fashion industry and consumers, grabbing their attention and raising awareness about importance of sustainable fashion.

#CAREFORWHATYOUWEAR spread on renowned fashion related media all around the world, including Pere la Fouine, Vogue Italy, Retail & Leisure International UK, Nuevo Periodico, Marcela Fittipaldi magaizine, Inside News Germany, Metro Portal Croatia and many more.

The campaign reached more than 101 million campaign film views and have made 132% increase in website visits. Plus, there has been various organic social conversations mentioning #CAREFORWHATYOUWEAR, resulting 67% and more increase in sustainability related mentions with our brand. We have experienced 68%+ in sales increase as the outcome of the campaign.