C&A and National Geographic team up ‘For the Love of Fashion’

London - The fashion industry’s use of cotton has long been the subject of debate of sustainability advocates and retailers a like. As one of the most water-intensive and damaging resources used by the industry, is there another way to produce cotton? For the documentary ‘For the Love of Fashion’, Dutch fashion retailer C&A has teamed up with the National Geographic Channel to explore the current situation face by the cotton industry.

Together with Alexandra Cousteau, National Geographic Emerging Explorer, filmmaker and globally recognised advocate on water issues, the 60-minute documentary investigates the impact of organic cotton farming as well as the conditions of cotton production across the United States, Germany and India. Cousteau, who is the granddaughter of the acclaimed oceanography pioneer Jacques Cousteau, aims to highlight the need for change within the cotton industry. “Approximately half of all clothes manufactured globally are created with cotton, but conventional cotton farming risks harming our planet irreparably,” said Cousteau in a statement.

Cotton production is one of most environmental hazardous crops - 2.5 percent of the world’s arable land is planet with cotton - however it accounts for 24 percent and 11 percent of the global sales of insecticide and pesticides respectively. On the other hand, organic cotton offers a substantial economic and environmental benefits, but accounts for less than 1 percent of the world’s total annual crop. In the documentary, Cousteau travels to cotton farms in India to meet with local farmer who lives have improved considerably since moving from more conventional cotton production methods to sustainable methods. She also meets with NGO workers in India, such as the World Wide Fun and Aga Khan Foundation as well as industry leaders in the US and Germany, like C&A.

“We are excited to support a documentary that provides a window into more sustainable cotton practices. Ultimately, we would like to inspire brands and consumers that more sustainable cotton has significant advantages for people and the planet,” commented Jeffrey Hogue, Chief Sustainability Officer, C&A Global. The fashion retailer has been involved with sustainable cotton production since 2004 and is one of the world’s largest user of organic cotton in terms of volume. C&A was the biggest buyer of organic cotton in 2014, according to Textile exchange, with 40 percent of its sales in 2015, being equal to 130 million organic cotton products.

“National Geographic believes in the power of science, exploration and storytelling to change the world, added Deborag Armstrong, Executive Vice President, National Geographic Partners Europe. “How clothes are produced has an impact on our environment in a way that few people think about day to day. 'For the Love of Fashion' will highlight this impact, and potential solutions, in a manner that engages our audiences all around the world.” ’For the Love of Fashion’ first debut on May 16 in Italy and Portugal and is set to consecutively air throughout Europe, Asia and Latin America until May 27. Dates and air times can be seen at Natgeotv.com

Photo: Courtesy of C&A