Creativity

This dance-fueled drama calls attention to the plight of garment workers

Director MJ Delaney continues her string of purpose-focused films

By I-Hsien Sherwood. Published on Apr 24, 2018

Editor's Pick

It's been five years since the terrible Rana Plaza garment factory collapse in Bangladesh. Though the building had been evacuated after cracks appeared in the structure, factory owners ordered workers to return to work the next day, some of them under threat of a month of docked wages if they refused. That morning, the five-story factory crashed to the ground, killing more than 1,100 people and injuring over 2,500, most of them women.

To commemorate the tragedy, the nonprofit group Fashion Revolution created an ethereally choreographed spot by agency Futerra. Cotton from Africa is dyed in India, sewn in China, constructed in Latin America. Dancers represent each step a garment takes through the chain of production, and the people who make it possible. Each vignette ends with the plaintive question: "Who made my clothes?"

The video is directed by MJ Delaney, who was also behind the 2016 remake of the Spice Girls' "Wannabe" to promote the UN's Sustainable Development Goals, as well as the Beyonce-inspired film for the International Day of the Girl in 2017.

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Credits

Date
Apr 23, 2018
Agency:
Futerra
Client:
Fashion Revolution
Creative Director:
Warren Beeby
Film Director:
MJ Delaney
Production:
Moxie Pictures
Choreographer:
Christopher Bordernave
Editing:
Union Editorial
Music Producer:
Richie Fermie

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