In 2018, activist and creative director Marina Testino grabbed the internet’s attention with her social media campaign, #OneDressToImpress. Armed with a ruby red pantsuit and her Instagram profile, she wore the same vermilion suit for two months, a statement against overconsumption. The experience cemented Testino as a voice to be heard on sustainability issues. Today, for the past three years, she has continued her activist work on social networks, using “artivism” (art and activism) to encourage ecological practices in fashion.
“When I decided I wanted to get into the fashion industry, I quickly realized that it was one of the biggest polluters, but at the same time, such a great industry that has so much potential. to make changes and be more aware, ”she says. . As the niece of legendary photographer Mario Testino, Marina spent her 27 years immersed in the world of fashion – environmentalism came with the territory. “My family has always been very environmentally conscious, and I was brought up with that mindset and surrounded by nature,” she explains. “The same goes for fashion and art – both were very present growing up. “
Today Marina is making a name for herself in the world of sustainable fashion, as one of her most ardent supporters. In addition to her own personal social media campaigns, she created Point Off View, an agency that helps creatives, brands and organizations transform their digital content to fit a greener vision and future. Customers range from fashion giants like Chanel and Fendi, to nonprofits like Fashion Revolution and Oceana, to renowned publications like Vogue and Vanity Fair.
“In today’s world, information is the key to change and social media is probably one of the most powerful and widely used tools,” she explains. She recently launched #LetsGetReel, a series that features the behind-the-scenes work of environmental activists and artisans. The aim is to “encourage transparency” in fashion and manufacturing. Now, transparency is more crucial than ever, especially as the fashion industry has a soft spot for ‘greenwashing’, with brands falsely conveying claims of sustainability and environmental friendliness to follow. the trend of sustainability, instead of actually establishing change.
The most recent #LetsGetReel collaboration was with ISKO Denim, the world’s largest denim manufacturer. “ISKO is a conscious denim pioneer and as a manufacturer that works with brands all over the world, from big to small, everything they do is awesome,” says Testino. “Through # Let’sGetReel, I want to educate as many people as possible about the impact of the fashion industry on the environment and the alternatives that are now available to be more aware.”
But Marina doesn’t just show off the work of big companies like ISKO Denim. Point Off View has mainly shifted its Instagram presence to @sustainablefridays, where it is building a comprehensive repertoire of small, independent, sustainable brands, from rising clothing brands like MOZH MOZH and Olly Lingerie to products from a range of industries like Liquid. Canned Water of Death and One Ocean Beauty.
“By definition, big brands produce more clothes, which leads to more waste, consumption of energy, water and transport,” says the activist. “When you look at the small brands, the system changes completely, the small brands produce more locally and in smaller quantities.”
Its most recent partnership is with 5 Gyres, a non-profit organization fighting plastic pollution and its impact on global health. Marina and 5 Gyres recently celebrated Plastic Free July, an initiative of the Australian Plastic Free Foundation. “I wanted to make it easy for everyone to switch from plastic products to plastic-free alternatives in all aspects of daily life: from coffee mugs to seaweed films,” she says of the collaboration. With 5 Gyres, she is partnering with brands like Liquid Death, grocery delivery startup Quinn, biodegradable materials company Notpla, which provide plastic-free alternatives to everyday groceries.
While details have yet to be revealed, in September Marina has an exciting new project in the works that will continue her work of “artivism” on sustainability. “Every day there are more alternatives, new materials and more brands implementing sustainability into their business models,” she says of the companies she aims to support. “They just need to gain visibility and become the norm.”
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