Transparency, responsibility and innovation in a web series for a modern and fair fashion industry
The best way to share a story? Using the storytelling. However, visual storytelling remains the greatest method. The bright and colorful world of fashion is a visual storyteller’s paradise and companies have been using it to spread their own stories and values. But Tonello is always ahead and decided to turn this use into something more: launching “The Laundry (R)evolution”, a five-episode web series.
Fair and modern, transparent and revolutionary: this is Tonello and how it wants to reach its customers and the professionals of denim/fashion industry. On these times with brands, retails and final customers are struggling to get transparency and real data about garments production processes, Tonello tells the most interesting and real story about who they are and how they work.
Available on the official channels of the brand, the 5 videos tell the entire garments finishing process, from the very beginning to the final result: a unique technology able to improve performance while at the same time, reducing consumption.
“Talking to all players of our business, we realized the increasingly more important request of the real data concerning the garments finishing process” said Alice Tonello, marketing and R&D Director at Tonello “so we decided to create this web series to explain how our innovation allows our machineries to use 7 liters of water to wash a pair of jeans instead the usual 150 liters used in regular production”.
With Tonello, the challenge of reducing waste in the amount of energy and environmental resources used is not only accepted: it’s accomplished.
EPISODE ONE: THE BEGINNING
EPISODE TWO: THE CONCRETENESS