An estimated 92 million tons of textile waste is generated every year in the world. This means a garbage truckload of textile waste every second.

The campaign, made by Wunderman Thompson, a global marketing communications agency based in New York, signs a new sustainability application.

The campaign shows that it is possible to avoid textile waste according to body measurements thanks to technology. The agency has entered into a partnership with the Taiwanese technology company TG3D.Jeans, made using Cleopatra as a model, were designed using the latest technology and data.

The campaign aims to show that brands can minimize their textile waste and that a more environmentally friendly and economical production process is possible.

After months of research and data collection, the body measurements of hundreds of Egyptian women who were genetically similar to the ancient queen were determined. The data was used to calculate the estimated body size. The result was a pair of trousers designed specifically for the Egyptian queen Cleopatra.

The designed jeans were shown off at a launch at the Fashion for Good Museum in Amsterdam.The designed jeans were shown off at a launch at the Fashion for Good Museum in Amsterdam.