Since the fashion industry continues to turn its back on the illegal clothing landfill problem, we created an event that couldn’t be ignored: the first fashion week in the largest fashion landfill. We turned the dunes of the Atacama Desert into a runway, producing a fashion show in the actual landfill, where professional models wore outfits created by stylists, out of the discarded clothing. With this idea, we allowed everyone to look at what the fashion industry refuses to see. Most importantly, we led the fashion industry to confront this environmental disaster by playing their own game. Our approach was to use the fashion world’s language of glamour to deliver an important message. Grabbing the curiosity of fashion publications to appeal to our audience: the fashion industry, clothing brands, professionals from the fashion world, designers, stylists, influencers, marketeers, stakeholders and every clothing consumer.