From September 6-11, fashion enthusiasts will revel in the latest designs at New York Fashion Week, but amidst the glitz and glam, Black Public Media (BPM) is bringing attention to a more pressing matter: the dangers of fast fashion, BPM shared with I Love Us.

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This year, BPM has teamed up with Paramount+ to launch the third installment of its social media campaign, BE HEARD. Titled #ShopLikeNana, this campaign promotes sustainability by encouraging us to shop in our grandmother’s closets, our own wardrobes, or at local thrift stores. By rediscovering old styles and making sustainable choices, #ShopLikeNana aims to raise awareness about the environmental crisis that fast fashion is driving.

Directed by Emmy-nominated filmmaker Sophia Clark (they/them) of Big Couch Entertainment, the campaign will premiere during New York Fashion Week on Monday, September 9. Clark’s vision for this project is grounded in a clear message: we can combat climate change by shifting our approach to fashion.

The fashion industry is the second-largest consumer of the world’s water supply and is responsible for producing 10% of global carbon emissions. Without intervention, experts predict the industry could contribute up to 26% of global greenhouse gas emissions by 2050. On top of that, fast fashion’s microplastics are polluting oceans at an alarming rate. With BE HEARD: #ShopLikeNana, BPM is encouraging Millennial and Gen Z audiences to take action by adopting sustainable fashion practices.

Joining the campaign is comedian Katrina Davis (Comedy Central, America’s Got Talent), who will provide satirical commentary on fast fashion’s role in climate change. Additionally, influencer Sean A. Watkins (they/them) serves as the face of the campaign. The initiative will include content from social media influencers sharing the intergenerational joy of shopping from older relatives’ closets and demonstrating how creativity can counteract fast fashion’s destructive tendencies.

Black Public Media’s Director of Programs, Denise A. Greene, shared the importance of this collaboration: “We are excited to partner with Paramount+ to sound the alarm on the growing environmental crisis that fast fashion presents. We look forward to working with Big Couch Entertainment to elevate the voices of those working to combat climate change through creative and sustainable fashion choices.”

New York Fashion Week is all about style, and #ShopLikeNana reminds us that style can be bold, timeless, and eco-friendly. As we celebrate this year’s New York Fashion Week, let’s take a moment to consider how our wardrobe choices can contribute to a healthier, more sustainable future.

For more on BE HEARD: #ShopLikeNana, check out BPM’s TikTok and Instagram pages, or visit blackpublicmedia.org.