Armedangels takes a bold step as a fashion brand that has found success by offering more sustainable clothing. The Cologne label wants to be “radically honest” in its communication and says: “Sustainable products do not exist.”
With its new marketing strategy, Armedangels is reacting to a trend in the fashion industry to bring more and more “sustainably” labeled products onto the market. But in its latest campaign, Armedangels expressly points out that every newly produced product leaves an ecological footprint and pollutes the environment – no matter how conscious and resource-saving the production is.
“People shouldn’t fall for promises that buying a product will do good for our planet, but listen carefully,” said Katya Kruk, Impact & Innovation Director at Armedangels in a statement on Friday. “Consuming less and going for higher quality is the best thing that can be done for the environment.”
How far does Armedangels go with its appeal?
Armedangels calls the strategies of fashion companies with a more sustainable range of clothing to entice people to buy “a tall tale.” The label itself wants to avoid “misleading claims” and communicate as transparently and precisely as possible on its channels.
The brand now wants to sensitize its customers to reconsider their consumer behavior. As a specific measure, returns from the online shop will be subject to a fee so that only items that are defective or really unwanted are returned.
Linking the introduction of return costs with a call for conscious consumption is a clever step. Now it remains to be seen how the strategy will be implemented on its channels, because the label has not called on people to only buy second-hand instead of their own products, or ideally nothing at all. The new campaign is not yet available on the Instagram channel. With each new post, the label continues to advertise pieces from the latest collection – like any other fashion brand.