Superdry launches sustainability campaign with all-female cast

By

Nigel TAYLOR

Published
Jun 6, 2022

How is Superdry’s goal to become the most sustainable listed global fashion brand on the planet coming along? Making “huge progress”, according to the UK-based retailer.

That’s based on its latest eco campaign, which sees Superdry team up “with female forces for good, to shine a light on all the amazing initiatives happening behind the scenes to truly deliver style in a more sustainable way”.
 
It’s the brand’s first female-led sustainability campaign, with five “strong ambassadors at the helm”, who will “champion and ignite conversations surrounding our three core sustainable initiatives: Organic Cotton, Net Zero & Circularity”. 

Superdry said it will focus its efforts on creating conversation among an under-25- female audience, “on our mission to be the number one sustainable style destination”. 
 
The cast includes Top Boy stars Jasmine Jobson and Saffron Hocking, German/American actor Emma Schweiger and digital creator Zoé Tondut. They will feature alongside the brand’s current face of sustainability, Filipino-British singer-songwriter, Beabadoobee.
 
Jobson and Hocking are advocates against domestic violence and for children in care; Schweiger is known for living an environmentally conscious life and ensures shopping sustainably plays an important part in that; and Tondut also promotes a more sustainable lifestyle on social media to her 1.4 million followers, “further supporting our sustainability messaging of shopping responsibly”.
 
The women “will help to educate their audiences on how to shop for the season responsibly, allowing them to look good while doing good and without having to compromise on style”, Superdry said. 
 
To follow the retailer’s main Sustainability Campaign, there will be a subsequent chapter with its existing global brand ambassador, footballer Neymar Jr, on the topic of organic cotton.