Eight tons of plastic on the Côte d’Azur for a couturier always looking for buzz … This Monday, the designer proudly posted a video on his Instagram account to present his latest creation: an enormous inflatable bag, set up on the beach in Villefranche-sur-Mer.

The inflatable was modeled on the iconic bambino bag for Marseille bimbos. The aim: to promote the short-lived Jacquemus boutique that has set up shop on the Côte d’Azur.

Unfortunately, nobody talks about the ecological impact of such a campaign, and the polyphenols that escape every second into the sea, polluting the Mediterranean. It is estimated that over 8 billion tonnes of plastic waste have been produced since the 1950s. Marine biodiversity is the first victim of ocean plastic pollution.

To day, an estimated 100,000 turtles and marine mammals die every year from plastic pollution. What’s more, 90% of seabirds have plastic fragments in their stomachs. In all, 693 marine species are currently threatened by plastic pollution.

Clearly, if we are to combat the proliferation of plastic, the fashion industry needs to set an exemplary and putting plastic in the ocean for advertising is not the way to do it.