Does Recycling Need an Image Makeover?

Photo credit: Mimi Vert

Considering that almost a quarter of Americans don't recycle—or more, depending on whom you believe—perhaps what the tertiary member of the three Rs needs is a good stylist?

It might be guileless to think that flashing images of well-coiffed, impeccably accessorized women with translucent blue garbage bags casually tossed over one shoulder like the current It purse, or clutching flattened boxes tied with string like a fashion statement, would sway even the most recalcitrant of non-recyclers, but that's precisely what Mimi Vert set out to do with its latest advertising venture. Photo credit: Mimi Vert

The jewelry line, which doesn't make any other eco-friendly claims, just launched an advertising campaign that shows women "practicing recycling while look elegant and beautiful wearing the company's jewelry," according to a press release.

"It’s a new era and there is a growing awareness about the need to protect the environment," says designer Miriam Josi. "Mimi Vert not only wants to be part of it but also set an example, inviting others to follow. Let’s not forget that fashion’s primary role is to inspire. While nonprofit organizations solely dedicated to this cause are in the forefront, the fashion industry has an effective ability to influence consumers. People will get the message in a whole different way and hopefully adopt recycling as a part of their lifestyle."

So what do you think? Do such spreads help normalize the idea of recycling—or are they just a touch silly?

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