Otto to highlight African cotton in new campaign

German online fashion retailer Otto will be highlighting the subject of sustainability in its new campaign and will draw consumer attention to sustainable cotton from the ‘Cotton made in Africa’ initiative.

The film footage conveys impressions of Africa and Germany and seeks to raise awareness of sustainable fashion among consumers.

Tina Stridde, managing director of Cotton made in Africa said, “Otto is demonstrating how important the Cotton made in Africa initiative is for the company.”

“It additionally shows that it offers the customer genuine value added, while shining the spotlight on the concerns of smallholders in an advertising campaign is a major step forward for the future," she added.

"We want the campaign to call attention to the issue and engender a sense of responsibility," Dr. Michael Heller, member of the Otto management board said.

"Otto has been backing Cotton made in Africa for over 10 years now and helps almost 700,000 African smallholders to grow cotton more efficiently and more sustainably,” he too added.