New Docu-Series And Creative Agency Aims To Make Sustainable Fashion Stylish

Does the sustainable fashion movement need more creative content to engage consumers? That’s the thinking behind a new agency and its first asset, a short documentary on the topic, which was recently shown at the UN.

Charney Magri, cofounder of Fashion 4 Change and co-producer and co-director of the Catwalk To Creation documentary, has worked in fashion and advertising as a photographer for almost 20 years, with an enviable client record that includes British Vogue, Ralph Lauren, Saks Fifth Avenue and Louis Vuitton. Now, she’s changing tact and using her skills and contact book to make sustainability desirable.

Last month, Magri’s new docu-series, which follows the reverse journey of two sustainable garments, premiered at the UN’s New York headquarters during its General Assembly.

Her next step though, is to reach the general public. She hopes Catwalk To Creation that will be picked up by a mainstream distributor such as Netflix or Amazon. “Most of the everyday people that you talk to don’t know what’s going on behind the scenes. So, with this, we’re hoping that we’re going to open an everyday conversation and get into everyday consumers’ lives,” continued Magri.

The series is co-produced and directed with Ramzi Moutran, a former Executive Creative Director at Ogilvy Dubai who now runs his own boutique agency, and features interviews with leaders in the fields of fashion and sustainability. Some of those lending their expertise to the documentaries include Dame Ellen MacArthur, founder of the Ellen MacArthur Foundation, Caroline Rush, chief executive of the British Fashion Council, Tamsin Lejeune, CEO of Common Objective, and Orsola de Castro, cofounder of Fashion Revolution.

Magri also wants to work with other sustainably-conscious brands with the launch of her content creation agency Fashion 4 Change. Launched in July at an event held at the Victoria & Albert Museum in London, Fashion 4 Change will create film, photography and events to help ethical brands communicate their message in a stylish way, something she’s been helping big brands do for decades. “ What we aim to do is make content around sustainability and make it aspirational, make it sexy, make it something people want to be a part of. There’s still a little bit of a stigma around sustainability being a bit naff. With me being in the fashion, beauty and advertising industry for 20 years, I’m literally just jumping on the other side of the fence and using the same camera, the same models, the same everything.”

Magri’s aim is for Fashion 4 Change to become the go-to agency for brands and companies who want to push for positive change and represent creatives who have a passion for this. Commenting on the need for such an agency, Magri said, “There’s a difference between having someone who’s good and working with you just for the money, and having someone who is good and actually passionate.”