The Worn Once Dress is a symbol of overconsumption and challenges the biggest influencers where they gather each year: the Vixen Awards. The dress is made from garments that Norway’s most well-known influencers have only worn once—a phenomenon that has become a quality stamp in the secondhand market but also exposes the fashion industry's biggest problem: the extreme overconsumption of clothing.
The goal is to highlight how absurd it is that we wear our clothes so little and to encourage both influencers and consumers to reflect on their consumption. The ambition is to make "worn 50 times" more desirable than "worn once" because we need more role models who show that clothes are not meant for single use.
THE CONTRAST TO FAST FASHION
We are Northern Playground, a Norwegian clothing brand that, in many ways, is the contrast to the rest of the industry—an industry that excels at making us buy more and more. We produce and sell clothing that actually helps reduce consumption. Through systems and a completely unique business model, we aim to motivate consumers to wear their clothes for as long as possible.
While many talk about sustainable textiles and production, we say loud and clear: there is no such thing as sustainable clothing. Period.
Why? Because the only truly sustainable solution is to buy and produce fewer garments—and to wear the ones we have for much longer. Any other statement is just greenwashing at its finest.
We challenge you to rethink things, too! Wear your clothes as long as you can, repair them if possible, invest in quality, and don’t be fooled into thinking that following trends is what matters.
THE FASHION INDUSTRY IS A MAJOR POLLUTER
The textile industry is one of the most polluting industries in the world, responsible for over 8% of global greenhouse gas emissions. If we continue at the current pace, emissions from the fashion industry could increase by 50% by 2030.
The reason? Overconsumption. Norwegians buy 70,000 tons of new clothes every year! On average, we own over 350 garments each—twice as many as in 1990. One in five items in our wardrobe is rarely or never worn.
Although buying and selling secondhand is a positive step, only 1-3% of clothes in Norway are resold today. In fact, Norwegians purchase less than one secondhand garment per year on average. And just as important: those who buy a lot of second-hand clothing also tend to buy a lot of new clothing. If increased secondhand sales simply lead to more frequent wardrobe replacements, it can actually drive up the production of new clothes.
New research shows that extending the lifespan of clothes (by making timeless and durable garments) and reducing wardrobe size (by increasing the frequency of use for what we already own) are the most effective strategies for cutting clothing consumption.
Simply put: The biggest potential for reducing consumption lies in wearing your clothes as many times as possible.
INFLUENCERS HAVE ENORMOUS IMPACT
Influencers have immense power, especially when it comes to driving the purchase of new products. Three out of five children and young people follow influencers daily, and one in three have bought a product promoted by an influencer.
Although influencers have become more environmentally conscious, they still play a key role in driving clothing consumption in Norway. Through frequent posts and ads, followers are constantly exposed to new trends and products—often worn only once before being resold.
While it's positive that influencers sell second-hand clothing, getting rid of garments after just one wear promotes a disposable mindset. If resale is truly going to reduce overconsumption, influencers must help create a culture where clothes are worn for much longer.
THE WORN ONCE DRESS
For the past six months, we combed through the second-hand apps in search of garments from Norwegian influencers - worn only once. We thought the task might be too difficult, but unfortunately, it turned out to be less time-consuming than expected. In the end, we gathered a pile of clothes.
At the same time, fashion designer Siri Øverland Eriksen began creating the dress, and before long, The Worn Once Dress was ready to take the spotlight.
On January 31, 2025, we took over the Vixen Awards, "hijacked" the fashion prize, and confronted influencers by shining a direct spotlight on the issue. On the red carpet, we showed up with influencer StSunniva as our stunt reporter, dressed in the gown—stitched together from the garments we had collected.
Who knows? Maybe after this year’s Vixen Awards, there will be fewer “worn once” garments for sale.
BORROW THE DRESS FOR FREE
You can borrow the dress from us - completely free - the next time you’re attending an event or a party. Wear it with pride, help us spread the message, and be part of the movement to shift the trend from “worn once” to “worn at least 50 times.”
Send us an email at aktivist@northernplayground.no with your preferred loan date and the number of days you’d like to borrow it, and we’ll get back to you. The dress is designed to be easily adjusted to different sizes.
(P.S. Are you a former owner of one of the garments in the dress and want it back—promising to wear it MANY more times? Reach out to us at the same email, and we’ll see what we can do.)
