06 / OFFLINE ASSETS

FASHION REVOLUTION LUXURY FASHION IS NOT INNOCENT

The following pages offer information on this campaign’s offline assets.

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Offline Assets

Here are the offline assets that will be used in this campaign. Our offline assets will include billboards, posters, flyers, stickers and info-graphics. They shall be used consistently to become a large part of our brand assets.

Postering will help to get the message out there. The use of imagery in this way will also help to build awareness and increase engagement with those outside of the existing Fashion Revolution community.

For the first time we will also be paying for digital adverts to be displayed in public. These will be located in 3 key cities across the UK, e.g. London, Manchester and Bath. They will also be strategically located in proximity to luxury shopping locations to allow propensity for the “right” shopper to see the campaign and feel guilty! Billboards, e.g. in tube stations at Bond Street and Oxford Circus

Posters, e.g. Around key cities across the UK Digital Posters, e.g. Bus Stop outside Selfridge’s & Westfield

Stickers, ex: Anywhere & Everywhere!! Information Packs on how to get involved ex: Given to press & influencers

FASHION REVOLUTION

Press release

Please find the campaign’s press release attached here.

The press release will be sent to:

• Vogue • Elle • Harper’s Bazaar • Refinery 29 • The Business of Fashion • Sunday Times Style • Finical Times- Luxx • The Telegraphs- Stella • Cosmopolitan • Grazia Magazine • Diet Prada

For all global press enquiries or interviews please contact;

press@fashionrevolution.org LUXURY FASHION IS NOT INNOCENT 48

#LUXURYFASHIONISNOTINNOCENT CAMPAIGN: CALLING FOR A MORE SUSTAINABLE INDUSTRY Press Release 2021

During Fashion Revolution Week 2022 (19th-25th April), Fashion Revolution is launching a public campaign calling for greater transparency within the luxury fashion industry. This is because the question still remains: if the luxury fashion industry can pave the way as a leader for sustainable fashion then why hasn’t it done so already?

Ask major luxury fashion brands #WhoMadeMyLuxuryHandbag, #WhoMadeMyDesignerDress?

Fashion Revolution will be encouraging consumers to call upon more than 60 major luxury brands and retailers to publicly disclose the processing facilities and textile mills in their global supply chains. Consumers can get involved in the campaign in the following ways: • Email brands directly using our online template asking for greater transparency beyond the first tier of their supply chains. • Tag brands across all social media channels to ask #WhoMadeMyLuxuryHandbag and #WhoMadeMyDesignerDress to call for deeper supply chain transparency. • Share the hashtag #luxuryfashionisnotinnocent to find out, do something and be curious about the luxury fashion industry’s hidden secrets. • Leave a review on the brand’s product pages. Brands are sensitive to customer reviews, so this can be a powerful way to get their attention.

Why does transparency in the luxury fashion industry matter?

In order to make the fashion industry sustainable, we first need the top players of the fashion industry to lead the way. At present we have realised this is far from the case. We believe Fashion Revolution has the power to push the luxury fashion industry forwards to become a leader for sustainability.

FASHION REVOLUTION

Podcast Series

In this campaign we will be featuring a series of podcasts with industry experts, luxury fashion brands and press covering the luxury fashion industry’s most pressing issues.

Here is a primary list of who we will be speaking with as part of our interview series;

• The Business of Fashion • FarFetch • Matches Fashion • Positive Luxury • Ellen MacArthur • Stella McCartney • Vivienne Westwood • Marie-Claire Daveu

This will launch one week before Fashion Revolution Week and commence until the week is over. LUXURY FASHION IS NOT INNOCENT 49

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Information Pack

Get Involved Pack: Citizens

We’ve created a simple digital guide with actions and ideas for citizens wanting to get involved and take action.

The digital guide will be sent out to PR partners and influencers, e.g editors, interviewees and influence platforms like Diet Prada. The guide will also be available to anyone interested through a QR code that is found on all offline assets.

The digital guide includes in-depth research, facts and supporting studies on the importance of the campaign and how anyone can easily get involved. The text is supported by visuals, so it is easy to read. It has also been translated into Spanish, French, German and Italian.

An unsustainable piece of clothing or jewel is, in the end, anything but flawless. As we all wake up to that reality, the luxury companies have no choice but to act. ”

- ANDREW WINSTON -