Denim brands are well aware of the barriers to sustainable and effective storytelling. Too much technical information and consumers are shut down, while brands that ignore the facts turn to greenwashing. Perhaps the solution is visual storytelling.
Arcadia Earth, a New York-based art exhibition, tests the idiom “seeing is believing” by transporting visitors through an immersive experience designed to shed light on ecological issues such as overfishing, plastic pollution, food waste, deforestation and climate change.
Covering 15,000 square feet in 15 themed rooms, Arcadia Earth features installations by 12 environmental artists that have each been developed using recycled materials and reusable elements, including a room developed with Lenzing created with compostable fibers. and biodegradable from the company. With an emphasis on individual empowerment, each installation provides educational commentary highlighting “inconvenient truths about the future of our planet.”
The concept of Arcadia Earth was born in the fashion world. With over 20 years of fashion experience in various marketing and retail strategy roles for names like Diesel and Century 21, Arcadia founder Valentino Vettori has been passionate about repairing the environmental damage caused by the garment industry. “Eventually, I realized that whatever I was doing was contributing to creating pollution,” he told Rivet.
The turning point, Vettori said, came three years ago when he attended the Summit, a thought leadership conference based in Los Angeles. After hearing speakers like Jeff Bezos and Elon Musk reflect on plans to move to Mars, Vettori wondered why nothing was being done to save the planet the billionaires are trying to escape. “It is easier to find solutions than to travel through the stars,” he said.
However, people need to be educated to find solutions, and too often, Vettori said, the conversation about sustainability ends before it begins. Discussions about climate change often give the impression that the end of the world is approaching, he said. It seems negative and rarely comes with workable solutions.
“We don’t educate ourselves because we are disconnected,” he said.
Through Arcadia, Vettori aims to break down this barrier and create an event that is both educational and inspiring with real takeaways that visitors can apply in their daily lives. The multisensory setting includes an underwater virtual reality experience, large-scale projections, and installations made from plastic waste. Vettori also partnered with Brooklyn-based artist Basia Goszczynska to honor New York State’s ban on plastic bags by creating a cave of 44,000 recycled plastic bags, representing the number used in the ‘State per minute.
Through the art installations, visitors can relate to issues of drinking water and sanitation, responsible consumption and production, and climate action. It’s a dynamic and accessible approach to storytelling that resonated with Tricia Carey, director of global business development at Lenzing-denim.
“Arcadia explains how we can all reduce our environmental footprint in simple ways,” she told Rivet.
The Tencel Lyocell or Modal message is an easy fit, Carey added, as the fibers are derived from wood produced in sustainably managed forestry operations and are used in a wide variety of products, from denim and underwear to products. for the House.
“What I’ve learned is that we need to continue to tell our story in different formats with people who share the same passion we do for the environment,” said Carey. “Get involved. Buy responsibly. You can’t leave Arcadia without thinking of the oceans, coral reefs, plastic bags or forests.
Arcadia Earth is expected to end its stay in New York in January, but plans are underway to bring the concept to Los Angeles and speed up educational programming. “We are trying to find ways to inspire the community,” said Vettori. Arcadia Earth Los Angeles will likely present opportunities for the city’s denim sector to get involved.
“Valentino’s strong desire to use art and his talent to influence the minds and actions of people is incredible,” said Carey. “It brought together many organizations and groups of all ages. “