A campaign against fast fashion floods Barceloneta beach with clothes

It was not real rubbish, but an image generated by artificial intelligence that simulates what is already happening on the coasts of countries such as Ghana and Chile. Behind this striking visualisation is Ecodicta, a Spanish company that promotes circular fashion and denounces the impact of fast fashion.

With its campaign “Textile waste does not disappear; it merely changes geography”, Ecodicta seeks to shake people’s consciences by showing how our discarded clothes can end up polluting beaches around the world. The action, also replicated in San Sebastián and A Coruña, highlights a global problem: more than 92 million tonnes of textile waste are generated every year, much of it with no possibility of reuse.

Photo by Ecodicta

Photo by Ecodicta

“The system is collapsing. We produce more clothing than we can reuse, and cheap is proving very expensive for us,” warns Raúl González, co-founder of the company. That is why they propose measures such as a tax on fast-fashion giants to finance a transition towards more sustainable models.

Today, clothes do not float on our beaches. But tomorrow they could.