In the three advertisements of some of the world’s leading luxury brands, the posed models flaunt the clothes they wear, ready to impact the world of fashion once again. Something unusual breaks the normality of these posters: the models are accompanied by tools typically used for cleaning. Why would a Fendi model be accompanied by a cleaning cart? Or a Saint Laurent model lying behind a dustpan and brush?
What lies behind these advertisements, luxurious clothes, and perfumes?
Waste, social inequalities, unattainable standards…
In 2020, LVMH has produced around 81 thousand metric tons of waste, moreover the luxury industry has fabricated between 140 and 160 billion euros of inventory in excess in the same year.
When will we clean up their mess?