-U66131156330CCD-1024x512@diario_abc.jpg?w=1024&resize=1024,512&ssl=1 "Stella del Carmen directs the new viral campaign to stop ‘Black Friday’ purchases")
On average one person consumes approximately 15 kg of clothing per yearwhich represents more than a ton throughout its life. It is estimated that “fast fashion” garments are worn less than 5 times and are only kept in the closet for 35 days before being thrown away, the 73% of those discarded clothes are sent to landfill or is incinerated less than a year after its manufacture, mainly due to its poor quality. The fashion industry has become one of the biggest environmental challenges of recent times with figures as astonishing as the fact that since 2014 more than 100 billion of garments per year. This environmental crisis highlights the urgent need to rethink consumer habits by putting a stop to practices that encourage consumption such as Black Friday and committed to promoting circular fashion, reuse and effective recycling.
He Atacama Desert in Chile is a clear example of this accumulation of waste, transformed into a gigantic clothing dump in which more than 39,000 tons of used clothes. It is precisely to the enormous textile landfill where they have moved Stella Banderas and Javier Goyenechefounder and president of Ecoalf, one of the Spanish companies most aware of the problem. Both have made a documentary to give visibility to the devastating impact of “fast fashion”, taking advantage of an important date in the calendar of maximum consumerism such as Black Friday, to raise awareness about this type of practices.
«Brands that we all know contribute to this disaster: cheap and poor quality clothing, with mixed synthetic fiberswhich cannot be recycled and will remain in the desert for centuries,” says Ecoalf. Through Stella Banderas’ narration and surreal images, the documentary confronts the magnitude of the fast fashion problem, addressing questions such as: »Do you really know what these offers mean? And, most importantly, What happens to clothes that we no longer want or that have become worn out?«.
He Atacama Desertwhere tens of thousands of tons of clothing are dumped each year, serves as a repository for this environmental catastrophe. Chile, the largest importer of second-hand clothing in South America, receives approximately 60,000 tons of clothing Every year from Europe and the United States, of that quantity, about 39,000 tons (the equivalent in size of four Eiffel Towers) are unsaleable on the market due to their low quality and are sent directly to illegal landfills in Atacama. Dry conditions and synthetic materials mean these garments last for hundreds of years unless burned, releasing harmful chemicals. environment and surrounding communities.
The sales of Black Friday surpassed in 2023 the 76 million dollarswith this action the fashion brand and the daughter of Antonio Banderas They want to raise consumer awareness by asking for a change in the way they buy and do so responsibly. Investing in timeless garments, betting on clothing made with high-quality or low-impact recycled materials that can last several seasons, will be key to beginning to reeducate in the new way of buying fashion, a circular fashion model that does not depend on waste or of the constant use of new resources.
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