Splash, the Middle East's largest high-street fashion retailer, has launched an inspirational campaign called "The Aquarium of Truth" to promote awareness of the safety of the sea and strengthen the adoption of sustainable business practices in the fashion industry.

Splashs new campaign unravels the reality of the sea, advocating for the green fashion movement and delivering a strong message of life beyond plastic. In addition, Splash is stepping up its sustainability efforts for 2020 and plans to produce 80 percent of its products using sustainable and ethically sourced materials.

Aquariums have always been known to mimic what one would finds at the bottom of the ocean. From coral reefs, to sunken ships with treasure, to hidden caves, they always paint a beautiful picture of what the sea should look like. Unfortunately, with the increasing and uncontrolled accumulation of pollution, the blue sea has turned into toxic catastrophe.

It was with this example that Splash created The Aquarium of Truth, a gigantic fish tank featuring plastic bottles, bags, soda bottles, straws and disposable cups to paint a true picture of what one would find at the bottom of the ocean.

Highlights the company's environmentally conscious protocols, Splash's latest campaign aims to show and change the attitude of fashion retailers and consumers, as they become increasingly aware of how excessive use of plastics is negatively impacting the planet and contributes to different forms of environmental pollution, including water pollution.

Director - Landmark Group and CEO of Splash, Raza Beig, said: As one of the regions leading fashion brands, Splash wants to encourage consumers to pursue a life without plastic, and consciously incorporate alternatives into their daily lives for a better future. Plastic represents a new environmental and health threat and our latest campaign is focused on addressing the catastrophic effects of plastic in the ocean and launching a movement against single-use plastics.

We have advanced our sustainability efforts and reiterated our current goals of providing fashion by producing 80 percent of our products using sustainable and ethically sourced materials. Our design teams contribute to the goals by spending more time researching sustainable fabrics and manufacturing methods and developing resources by adopting sustainable solutions and new technology, the brand will significantly reduce its carbon footprint.

As a socially and environmentally responsible fashion retailer in the Middle East region, the brand employs recycled polyester, made from discarded plastic bottles, which leads to less plastic ending up in the ocean. Splash produces eco-friendly clothes such as Tencel, 100 percent Organic Cotton and Lenzing Viscose, which is now 70 percent standard across its many fashion lines.