Recycle & Reuse: Respun x Recher Design on World Environmental Day 2025 Respun, India’s first textile recycling service, prevents clothes from ending up in landfills while creating dignified jobs. In collaboration with Recher Design, we launched an AI-generated video campaign to raise awareness about fashion waste and promote responsible disposal. The initiative creatively merged design, technology, and sustainability, inspiring communities across India to recycle and reuse textiles. By turning closets into a source of positive impact, the project demonstrates how innovation can drive environmental and social change. Key Highlights: • AI-powered storytelling for maximum engagement through Instagram reels/stories • Raised awareness on textile waste and landfill reduction. Impact & Innovation: The campaign reached a broad audience, inspiring individuals to rethink fashion waste. Leveraging AI-generated content allowed creative, visually engaging storytelling, making the sustainability message more impactful. As recycling is a subject that requires significant public awareness, the AI-generated reel reached 181k views and was shared more than 2,000 times, effectively amplifying the message of responsible fashion. Conclusion: This project merges design, technology, and social responsibility, successfully motivating communities to participate in sustainable fashion practices while supporting Respun’s mission of environmental and social impact.

Launched on World Environment Day, the campaign used AI-generated videos to raise awareness about the environmental impact of fast fashion and clearance sales. Models walked through overflowing landfills, while torn denim hanging from trees symbolized the “death of landfills,” delivering a striking visual call-to-action for recycling and reuse. Under Recher Sustainable Lenses, additional reels highlighted denim recycling in India’s iconic Dhobi Ghats, showing how discarded denim is transformed into recycled fabrics and fashion garments. Models wore upcycled designs, celebrating Indian craftsmanship and demonstrating the creative possibilities of sustainable fashion. These reels reached 819K views, with a reach of 660K and 49K interactions. Reel https://www.instagram.com/reel/DJOfeoLhxQT/?igsh=Zmt3MjVma2txcW1o For Cannes 2025, an AI-generated Lookbook Instagram post showcased dresses crafted from ocean debris, merging innovation with environmental advocacy. This reel garnered 1.6 million views and 27,000 interactions, amplifying global awareness of upcycling and sustainable fashion. Reel https://www.instagram.com/p/DJzWqeShhMW/?igsh=MXZ2aXRybmh0b3Z5Zw== The campaign effectively combined symbolism, realism, and AI-driven storytelling, inspiring communities to rethink consumption, participate in textile recycling, and embrace sustainable fashion practices.