Adolfo Domínguez, a premium fashion brand, has unveiled a new campaign called Dress Like A Tree, which focuses on the design of garments made with TENCEL™ Lyocell., a fiber derived from the natural raw material wood that is both environmentally friendly and soft on the skin.

The garment industry is the world's second-most polluting industry. In Spain, the garment industry produces over 900,000 tonnes of waste, with just 10% of the waste being recovered. The rest is burned, resulting in the release of polluting gases.

In response to this, the Dress Like A Tree campaign calls for a return to our roots and a reconciliation with nature. In order to do this, it is embracing Tencel as a fiber of the future.

The Adolfo Domínguez campaign's slogan is "Wearing it is a Manifesto." The latter emphasizes the importance of a natural fiber that does not necessitate extensive production, as does cotton. Cotton production uses just 2.4% of the world's arable land, but 16% of all insecticides. Natural fibers, on the other hand, do not have the same massive environmental effects as polyester, which is made from a lot of oil and emits microplastics that end up in the sea.

The luxury fashion brand from Spain is dedicated to more eco-conscious consumption. Adolfo Domínguez asks society to focus on how we use our clothes with campaigns like Be Older, Think – Then Buy or Repeat More – Need Less.

The company created and released a Manifesto for Animal Welfare in 2010, and it hasn't used fur in its garments for a decade. It has had a line of vegan handbags since 2012, and they are among the brand's best-selling items.

Adolfo Domínguez is taking another bold step forward with the Dress Like A Tree campaign in order to please today's customer, who is increasingly aware and demands that brands' contribution to sustainability be genuine. In this way, the traceability of the Tencel fiber assures the end-user that the fabric used in the clothing is genuinely environmentally sustainable.