Rent the Runway’s Fast Fashion Free campaign challenges consumer behavior

US-based clothing rental platform, Rent the Runway, has launched ‘Fast Fashion Free’, a campaign to encourage consumers to give up fast fashion.

The Fast Fashion Free campaign aims to persuade buyers to switch to the platform’s rental subscriptions, reducing their environmental effect when it comes to wardrobe renewal.

They’ve teamed up with bloggers and public figures who are passionate about sustainability like Intersectional Environmentalist cofounder Leah Thomas, “Seamoss Girlies” podcast presenter Kate Glavan, Goingzerowaste.com founder Kathryn Kellogg, and The Naked Diaries creator Taylor Giavasis.

The company aimed to reach consumers at a time when they are already reassessing lifestyles on the whole, with the ultimate goal of igniting a behavioral shift, therefore the campaign was timed to coincide with the start of the New Year.

Digital signs and out-of-home wild postings were used to promote the complete funnel campaign in New York City and Los Angeles, as well as influencer involvement to promote anti-haul videos.

In addition, at its New York flagship shop, the rental company will launch cooperation with Green Textiles, asking customers to send in their unwearable fast fashion, which will be turned into insulation material.

The new ad corresponds to the platform’s recently released Life Cycle Assessment, which demonstrated that customer rentals resulted in net environmental savings when compared to buying new clothing. According to the data presented in the report, one rented garment resulted in a 24 percent reduction in water usage and a 3% reduction in pounds of carbon emissions.