WWD.com/fashion-news/fashion-scoops/film-spotlights-clothing-care-7685361
fashion-scoops
fashion-scoops

Short Film Spotlights Clothing Care in Berlin

"The Next Black" shows how designers, apparel manufacturers and textile producers are striving to make fashion more green.

fashion-scoops/news

CARE INSTRUCTIONS: Laundry day has made it to the big screen. On Thursday night in Berlin, German electronics firm AEG screened "The Next Black," spotlighting how designers, apparel manufacturers and textile producers are striving to make fashion more green.

“The film was created as a way to explore the evolution of the clothing industry and to gain understanding on how consumer’s washing needs will evolve,” said Ola Nilsson, head of laundry at AEG, part the Electrolux group, a maker of household electronics and laundry machinery. “This film will help educate the industry and consumers about how to care for their clothes with the least possible impact on the environment.

“The clothing industry accounts for 20 percent of pollution in the world," she added. "Therefore, we have a responsibility to find ways to make it more sustainable.”

The film explores how new technology and innovative fabrics will transform the way people wear clothes. Companies spotlighted in the movie include Patagonia; Studio XO; Adidas; BioCouture, a company that uses cellulose-producing microbes to grow clothing; and Yeh Group, a firm that developed a new way to dye clothing using zero water. It is due for broader release on May 21.