Fashion and Sustainability
Green Peace. Detox: How People Power is Cleaning Up Fashion. Online video clip. You Tube. You Tube. 24 October 2013. Web. 15 November 2013.
The authors of the video argue that the fashion industry produces glamour, profit, and environmental ruin. The greatest devastation caused by textile and garment factories around the globe is water pollution. Specifically, manufacturers dump waste from dyes and petrochemicals used to manufacture cloth into streams, rivers, and oceans. The waste contaminates waterways and contributes to the lack of clean drinking water around the globe. The video persuades audiences to only purchase clothing brands committed to reducing water pollution through a combination of data laden narration, scrolling images, scary music, and a problem/solution structure. For example, the first minute or so of the video is effective because the authors contrast clips of models in beautiful clothes and fancy urban department stores with images of toxic waste pouring into rivers and oceans. The authors reinforce the alarming images with statistics about China where a majority of textiles are produced: “320 million people have no access to clean drinking water; 40% of surface water is polluted; and 20% of urban drinking water is contaminated.” The video does not rely solely on scare tactics and exotic statistics to persuade audiences; instead, the authors devote the second half of the video to providing suggestions for problems they outline in the first half. To help clean-up water polluted by textile manufacture and stop more water from being polluted, Green peace and clothing brands/retailers such as H&M,Levi, and Zara have joined together as past of the “global Detox campaign.” Those companies have taken steps to eliminate toxic chemicals and waste from their supply chains, and participants in “Detox” continue to demonstrate and protest to encourage more companies to follow suit and to direct consumers toward earth friendly brands. For my video on songbird devastation I will draw on the following techniques from this video: juxtaposition of imagery, problem solution structure, and awareness of audience.