WRAP works with governments, businesses and communities to deliver practical solutions to improve resource efficiency. WRAP's vision is a world in which resources are used sustainably. For their Recycle Week Now campaign we decided to set out to prove that green issues have never been more stylish.  Working with Denise Van Outen we teamed up with leading ethical fashion designer Gary Harvey to launch Recycle Now Week – a national week of action to encourage us to recycle more of our household waste. 

Harvey, the former Creative Director for Levis Europe, has designed a series of stunning recycled couture outfits, which were modelled by Denise for the Government-funded campaign. This coincided with hundreds of recycling events held across the country for an entire week.

The inspiring fashion collection includes a ‘technicolour dream dress’, made from recycled cans, bottle tops, cardboard packaging, glass beads and plastic bags; a ‘tulle’ skirt, made from 30 newspapers; and a tiered ball gown, made from 42 pairs of used Levi 501s.

For this campaign I came up with an array of workable ideas; this was the one that was chosen. I wrote press releases, helped produce the shoot and sought editorial coverage. 

WRAP - Press Release

RECYCLING IS ALL THE FASHION IN NATIONAL CAMPAIGN

A national recycling campaign has set out to prove that green issues have never been more glamorous.

TV presenter and West End star, Denise Van Outen, has teamed up with leading ethical fashion designer Gary Harvey to launch Recycle Now Week – a national week of action to encourage us to recycle more of our household waste.

Harvey, the former Creative Director for Levis Europe, has designed a series of stunning recycled couture outfits, which have been modelled by Denise for the Government-funded campaign. The week, which runs from June 2nd- June 8th, will see hundreds of recycling events held across the country.

The inspiring fashion collection includes a ‘technicolour dream dress’, made from recycled cans, bottle tops, cardboard packaging, glass beads and plastic bags; a ‘tulle’ skirt, made from 30 newspapers; and a tiered ball gown, made from 42 pairs of used Levi 501s.

Harvey, who has also worked with, Adidas, Stussy, Junya Watanabe and Vivienne Westwood said: “The collection is a statement against a disposable culture, where we use something once and then throw it away. I wanted to show that it’s possible to create something useful and beautiful from waste materials. You don’t have to be a designer to do this. Every time we recycle, we give an everyday item a new lease of life.”

New consumer research for Recycle Now Week reveals that over half of us feel guilty for not doing more to protect the environment. The nation’s top causes of ‘green guilt’ are throwing food away (41%), using plastic bags at the supermarket (33%), throwing packaging away, instead of recycling (28%), leaving the TV on stand-by (27%), and travelling short distances in the car, instead of walking or cycling (23%).

Denise said: “These days, I think most of us have a much stronger awareness of how our behaviour impacts on the environment. I’ve been a keen recycler for several years, and it’s great to see that it’s no longer a minority activity. In fact, with everyone from George Clooney and Cameron Diaz to Lily Cole championing environmental issues, going green has never been more fashionable.”

Now in its fourth year, Recycle Now Week will see events across the country, from recycling exhibitions to environmental magicians, composting displays to eco-fashion shows. Local authorities, community groups, supermarkets and businesses are getting involved.

The campaign is jointly organised and funded by WRAP (Waste & Resources Action Programme) – which runs Recycle Now, the national recycling campaign for England – in partnership with the leading materials recycling organisations British Glass, Corus, Novelis and Recoup.

Amanda Barry Hirst, Head of PR for Recycle Now, said: “Recycling is one of the most practical and convenient things we can all do to help our environment. The UK has experienced significant growth in recycling rates, and nine out of ten homes now have doorstep collections. Recycle Now Week aims to inspire us all to do our bit.”

WRAP Press Release - Tabloid Version

Don’t throw it Outen, says Denise

TV babe Denise Van Outen is putting the glamour into green this summer, by urging us all to recycle.

The star of ‘Any Dream Will Do’, pictured in an amazing technicolour dream dress made from recycled packaging, is backing Recycle Now Week – a national week of action to turn us from wasters to winners.

Running June 2- June 8, hundreds of fun recycling events will take place across the country, organised by local authorities, supermarkets, offices and community groups.

Sexy Denise, whose search for the next Joseph concludes on BBC1 on Saturday night, was thrilled with her raunchy recycled outfit, created by top fashion designer Gary Harvey. The dress features metal bottle tops, glass beads, cans, cardboard boxes and plastic bags – all of which can be recycled.  

Denise said: “Green is definitely the new black. I’ve been into recycling for several years, and it’s great to see that it’s no longer something just a few of us do. In fact, with everyone from George Clooney and Cameron Diaz to Lily Cole championing environmental issues, going green has never been more fashionable.

“When I’m at home in the UK, I always use my council’s doorstep collection service, and I try to shop sensibly by buying goods that use less packaging. It’s really easy to get into the habit, and it makes a lot of environmental sense.”

New research for Recycle Now Week shows that over half of us feel guilty for not doing more to help the planet. The nation’s top causes of ‘green guilt’ are chucking food away (41.4%), using endless plastic bags at the supermarket (32.7%), throwing away packaging, instead of recycling (28.2%), leaving the telly on stand-by (26.6%) and travelling short distances in the car, instead of walking or cycling (23.1%)

To help us all do our bit, Denise offered the following raunchy recycling tips:

1. Don’t throw it outen: Don’t forget to use your local council’s doorstep recycling collection. Nine out of ten of us now have one – so no excuses!

2. Put the bling into recycling: Treat yourself to some of this season’s ‘must have’ recycled items. How about a Ting barrel bag, made from recycled leather belts, or an amazing art nouveau chair from Reestore, made out of a used wheelbarrow or shopping trolley?  

 3. Talk dirty: Get a compost bin for your garden and food waste. Feed it with vegetable and fruit peelings, teabags, eggshells and garden prunings to create compost that will make your garden bloom.

4. Do it in the kitchen: Make space next to your kitchen bin for a recycling container – then it’s as simple to recycle as it is to throw away.

 5. Shop naked: When you are shopping at the supermarket, avoid convenience foods that have lots of packaging. Buy loose fruit and vegetables, rather than pre-packed. Get a ‘bag for life’, rather than using endless plastic carrier bags.

Xxx from Recycle Now said: “Recycling is one of the simplest and most effective things we can all do to protect the environment. The UK has one of the fastest growing recycling rates in Europe, and nine out of ten homes now have doorstep collections. It’s never been easier, and Recycle Now Week aims to remind everyone to do their bit. Find out what’s happening in your area, and get involved.”