Tailoring by tech: Fitting Cleopatra with jeans to reduce fashion waste

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Responses to the notorious wastefulness of the fashion industry - from industry materials and production to consumer carelessness - have been coming thick and fast over recent years. What do you think of this initiative, which tackles the issue of purchasers returning or even simply throwing away ill-fitting clothes? The industry of quick and easy returns has also been burgeoning, making it a challenge to convince consumers that what looks like a convenient fix for them is punishing for the planet. Some won't care either way, some will want to be offered solutions if they do care. This campaign shows how tech can help pare down the waste and calls on thefashion industry at large to use tech for this purpose in the interests of sustainability. It uses the iconic figure of Egyptian Queen Cleopatra (51 to 30 BC), bringing the ancient startlingly into line with the contemporary by fitting her with a pair of jeans. The aim is to raise awareness and also to create a movement within the fashion industry under the slogan: “Let’s make fashion’s future waste-free.”

Keywords: Cleopatra's jeans, Fashion of Good Museum, reducing fashion waste, sustainability, sustainable fashion, fashion tech, tailoring tech, Wunderman Thompson