Splash, the Middle East’s largest high-street fashion retailer, has revealed it plans to produce 80 percent of its products using sustainable and ethically sourced materials.

The company has launched a new sustainability campaign, The Aquarium of Truth, to promote awareness of conserving the ocean, and strengthen the adoption of sustainable business practices in the fashion industry.

Splash has created the aquarium, a gigantic fish tank featuring plastic bottles, bags, soda bottles, straws and disposable cups, to portray a true picture of what one would find at the bottom of the ocean.

Its latest campaign aims to show and change the attitude of fashion retailers and consumers as they become increasingly aware of how overuse of plastic is negatively impacting the planet and contributing to differing forms of environmental pollution, including water pollution.

Raza Beig, director - Landmark Group and CEO of Splash, said: “As one of the region’s leading fashion brands, Splash wants to encourage consumers to pursue a living without plastic and consciously incorporate alternatives into their everyday lives for a better future.

"Plastic represents a new environmental and health threat and our latest campaign focuses on representing the devasting effect of plastic on the ocean and starting a movement against single-use plastic.”

Beig added: “We have advanced our sustainability initiatives and reiterated our existing goals to deliver fashion by producing 80 percent of our products using sustainable and ethically sourced materials. Our design teams are contributing to the goals by spending more time researching and sourcing sustainable fabrics and manufacturing methods. With the adoption of sustainable solutions and new technology, the brand will significantly decrease its carbon footprint.”

Splash said it uses recycled polyester, produced from discarded plastic bottles, that further leads to less plastic ending up in the ocean. Splash also makes clothes with eco-friendly fabrics such as Tencel, 100 percent organic cotton and lenzing viscose, across several of its fashion lines which is now 70 percent sustainable.

Splash, part of the Landmark Group, is currently present in 13 countries across the globe.