Thursday, 1 October 2015

Jigsaw A/W 15 Campaign - "For Life Not Landfill"

Have you seen Jigsaw's new Autumn/Winter 2015 "For Life Not Landfill" campaign yet? Hot on the heels of H&M's Conscious Collection, the new season range reflects the growing trend for a more considered approach to shopping, with key pieces such as coats and cardigans advertised under the headline "The New Collectables".

"When we think of closet collectables, we picture timeless, investment pieces to cherish forever and wear over and over again. Pieces that have been meticulously crafted by skilled hands using the finest methods of construction, making them truly irreplaceable."

Jigsaw has always had a reputation as more of a classic heritage brand, but in recent years it's undergone a stylish revival under the leadership of Peter Ruis, ex-head of fashion at John Lewis. Like many retailers, the brand's ethical policy is clearly displayed on its website, but it's less clear how far their code of conduct is actually implemented and even more worrying that the brand lists  "reputational risks" before "the interest of our suppliers" at the top of its sourcing principles page.

Despite these shortcomings, I still think it's a step forward for more retailers to start thinking about  different ways of encouraging "slow fashion", and taking out full page ads with the headline "For Life Not Landfill" at least gets consumers thinking about their own shopping habits and how they can buy more sustainably.

What do you think? Do 'sustainable' marketing campaigns make you any more likely to buy into a brand?

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