Sustainable fashion is increasingly being embraced across the globe in an attempt to create a positive environmental and social impact. In the wake of rising climate-related disasters across the country, Pakistani fashion brands are also gradually trying to ensure that their fashion practices result in a minimal environmental cost, while simultaneously raising public awareness about the importance of sustainability.

In this vein, the pertinent and socially relevant fashion campaign ‘Sinking into Sustainability’ attempts to sound the alarm bells about rising concerns regarding climate change and global warming. This campaign, presented by Icon in collaboration with the designer Ibraheem Rayeen, sheds light upon the rapid impacts of climate change that we are witnessing in the form of rising sea levels, coastal erosion, increased frequency and severity of extreme weather events, glaciers and polar ice caps melting at an accelerated pace, changes in precipitation patterns and droughts, loss of biodiversity and ecosystem disruption, and non-organic environmental pollution.

In this high fashion visual representation of the climate crisis, we are shown a furnished, yet partially submerged, room strewn with plastic waste material that symbolises humanity’s negative impact on the global environment and on aquatic life. The models Abeer Asad and Zara Ahmed, seen here reclining on chairs or on a bed in restful yet commanding postures, are dressed by Rayeen in high fashion, reusable clothing with funky colours and bold patterns. The vibrancy of the fluorescent colours contrasts starkly with the grim reality of their surroundings. The models’ relaxed, almost apathetic demeanour, along with their steely gaze, suggests that they have already surrendered to the situation at hand.

In the hope of calling attention to the importance of mitigating the rise of climate change, Icon, in collaboration with the designer Ibraheem Rayeen, presents a high fashion editorial shoot titled ‘Sinking into Sustainability’

But, humankind is not the only victim of this calamity. The stranded alligator that sits perched on the bed with its mouth agape carries with it a sense of ominous foreboding, as if representing the consequences of human actions on a rapidly worsening environment. These images, like showcasing a room from the sinking Titanic, warn us that the human race must mend its ways before we hit our very own ‘iceberg.’

The vibrancy of the fluorescent colours contrasts starkly with the grim reality of their surroundings. The models’ relaxed, almost apathetic demeanour, along with their steely gaze, suggests that they have already surrendered to the situation at hand.

Fashion has the power to raise awareness and inspire action. It must be used as a tool to call attention to, and help address, the factors that are feeding global warming so that we as can reduce greenhouse gas emissions through a transition to renewable energy sources, increase energy efficiency and carbon capture, reduce dependency on fossil fuels in the transportation and industry sectors, embrace carbon offsetting and reforestation, and implement climate resilient agricultural practices, among other environmentally conservative measures.

Due to its commitment to sustainability, Glasgow was chosen to host the United Nations Climate Change Conference (COP26) in 2021, highlighting the city’s dedication to addressing climate change. Such events can make an impact by raising awareness and educating audiences, influencing behavioural change and encouraging sustainable practices, supporting climate change research and initiatives, fostering global cooperation and collaboration, and showcasing innovative solutions and climate leadership.

During COP26, The United Nations Framework Convention on Climate Change’s (UNFCCC) Fashion Industry Charter for Climate Action put forth new commitments to achieve net-zero emissions by 2050. Let’s hope all industries champion such changes, and let us work together to mitigate the effects of climate change and create a more sustainable future for all humankind.

Published in Dawn, ICON, September 8th, 2024