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Case study

Tackling fast fashion with #LoveNotLandfill

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Organisation type

Public sector

Sector

Environment and sustainability

Service

Behaviour change

Campaigns

Content development

Digital

Events

Influencer engagement

Marketing

Media buying

Media relations

Social media

Strategy

Video and photography

The brief

ReLondon wanted to inspire 16–24-year-old Londoners to rethink fast fashion and choose more sustainable ways to buy, use and dispose of clothes. They asked Barley to create a sustainable fashion campaign that could cut through the constant fast-fashion advertising aimed at young people.The goal was simple but ambitious: extend the life of clothing by encouraging reuse and recycling, diverting thousands of items from incineration and landfill.

Insights and approach

We worked with ReLondon to create #LoveNotLandfill, a fresh, youth-focused brand designed to connect authentically with young Londoners. Polling revealed that 16–24-year-olds throw away around 35 million items of clothing each year, so we needed a message that was impactful without being judgemental.

Through workshops with the ReLondon team, we developed brand values, messaging and a tone of voice that balanced urgency with positivity. We collaborated with designers to build an energetic visual identity that stood out from fast-fashion branding while still feeling accessible and trend-aware — an important insight from our focus groups.

Influencers played a central role. We brokered a partnership with the anonymous street artist Bambi, whose artwork became a recognisable motif across campaign materials. We also produced a video with Bambi to launch a network of Love Not Landfill clothes banks across London.

To reach young audiences where they already are, we combined digital creativity with real-world experiences. We delivered workshops in London schools on swapping and restyling clothes, and ran three public campaign phases: a Swap & Style event at a textile recycling facility; the launch of branded clothes-recycling banks; and a Brick Lane pop-up shop curated by leading fashion influencers.Barley supported the campaign with targeted media outreach, listings, previews and influencer engagement to spark conversation and encourage participation on and offline.

Results

#LoveNotLandfill quickly established itself as a credible youth sustainability brand. The campaign generated widespread coverage across national, consumer and broadcast media, including The Sun, Sunday Mirror, ITV London and BBC Radio London, with in-depth features on MailOnline, Marie Claire and Huffington Post.

More than 700 contributors shared campaign messages on social media, helping it reach over 2.4 million people. The campaign video attracted 90,000+ views, and the Brick Lane pop-up welcomed 2,000 visitors over four days, generating around £15,000 in sales of pre-loved clothing.

The strong creative identity helped secure partnerships with major retailers including Topshop, ASOS and Westfield, further expanding reach and visibility. Although initially conceived as a one-year initiative, the youth communications campaign is now in its third year, with ongoing demand for ReLondon spokespeople and continued media interest. One year in, more than 60% of the target audience were aware of the brand — and most had changed their behaviour as a result.

  • 101m

    opportunities to see/hear

  • 2.4m

    reached on social media

  • 90k

    video views

  • 2,000

    pop-up visitors

  • £15k

    pre-loved clothing sales

“

Working with Barley Communications on our Love Not Landfill campaign has been not only enjoyable but hugely fruitful: we obviously loved the campaign already, but were overwhelmed by the attention and support that Barley helped us achieve. They didn’t just deliver media relations but helped us with the whole approach, including ideas generation, social media management and film production. They also hooked us up with some great partners, collaborators and creative specialists along the way. The whole Barley team has been enthusiastic, cheerful and eminently practical at every stage – a flexible and responsive communications agency who’ve delivered reach, impact and engagement beyond our expectations.

Ali Moore

Head of communications and behaviour change, ReLondon

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