Anja Rubik Joins Zara #stayathome Sp 2020 Campaign

Top model Anja Rubik joins the list of Zara women we love, styling themselves at home, and often going makeup free as they photograph themselves for Zara’s #stayathome portfolio. The campaign has been super well-received by Zara customers around the world and as creatives we applaud the consistency and quality of the images in producing a coherent campaign that resonates, see here on Zara’s website.

Before writing, I went looking for any further update on Zara;s Sustainability goals — apart from the current COVID-19 global pandemic bringing fashion world to a halt. We last updated Zara ‘s sustainability goals on Feb. 25

Inditex, the retail giant that owns Zara, announced earlier this year that  all of its clothes will be organic, sustainable or recycled by 2025, and that renewable sources will power 80% of energy used by the corporation’s distribution centers, stores and offices.

These are all excellent goals, but they are part of a larger pre-COVID-19 pandemic world in which the fashion industry’s greenhouse gas emissions were on track to surge more than 50% by 2030, as global demand for apparel rises. That entire possibility may have blown up now, but I note that a doubling of greenhouse emissions by the fashion industry by 2030 — largely driven by fast fashion — borders are a criminal act, metaphorically-speaking.

“Fashion is on par to become a quarter of the global footprint of carbon. That’s astounding,” said Michael Stanley-Jones, co-secretary of the UN Alliance for Sustainable Fashion. “The industry isn’t headed in the right direction.”