Masaba Gupta has rolled out a clothing line that pushes forward United Nations Environment Programme's initiative to phase out single use plastic.
Conceptualised by Ogilvy, the films show how Masaba's clothing line has detachable bags. The message is to #BeatPlasticPollution.
The #BeatPlasticPollution campaign was launched in India in 2018 by UNEP in partnership with the Ministry of Environment, Forest and Climate Change.
Atul Bagai, country head, UNEP India, said, “Addressing environmental challenges such as plastic pollution call for behavioral changes in society and it can have a huge impact when an acclaimed fashion designer like Masaba Gupta makes an environment statement through an entire clothing line. We look forward to the success of this innovative idea and thank Masaba Gupta and Ogilvy for associating with us."
Sukesh Nayak, chief creative officer, Ogilvy, said, “We have worked on a global problem and have come up with an idea that is unique and universal. I am thankful that Masaba agreed to partner us and bring our idea to life, by designing a clothing line, where a part of the garment, when needed, turns into a bag. This is high fashion making a statement and serving a purpose for a cause.”
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Watch the film conceptualised by McCann Worldgroup India