Tenerife’s fashion industry paused its catwalk shows on 25 September for an environmental initiative during the ninth Tenerife Fashion Beach Costa Adeje (TFBCA). This event saw the launch of the ‘Plastic Free’ campaign on the busy beaches of Torviscas and El Duque, aimed at removing single-use plastics and raising awareness among both locals and tourists about their harmful impact on marine ecosystems.
The campaign went beyond litter collection, seeking to influence consumer habits. Organisers distributed 200 reusable bottles branded with the event’s logo as alternatives to disposable containers. Attendees could exchange these bottles for entry to the main fashion show scheduled for 26 September at La Playa del Duque Norte. Each bottle also features a QR code that leads to a digital platform detailing the scale of plastic pollution and the organisation’s environmental commitments.
Supported by Adeje Limpio, the initiative aligns with a strategy by the Cabildo of Tenerife and the Adeje Council to connect economic development with environmental conservation. Alejandro Molowny, the Cabildo’s Waste Director, emphasised that tackling the issue begins at the source. “Proper waste management starts with prevention. That’s why initiatives like this are crucial. They convey a simple but vital message: reduce single-use products and embrace reuse in daily habits,” he stated.
Molowny underlined the need for collective action in protecting the environment, noting that “the defence of our territory and oceans requires engagement from government bodies, economic sectors, and individual consumers.” He highlighted the importance of TFBCA’s inclusion of waste prevention and environmental awareness in reaching diverse audiences.
Patricia Paulsen, Adeje’s Tourism and Sustainability Councillor, praised the commitment of participating brands. “Tenerife Fashion Beach and Costa Adeje are dedicated to the environment, as are the participating firms. Adeje Limpio is also involved in this effort,” she remarked. Paulsen noted the initiative’s practical aspect: “We want to promote reusable bottles, which is what today’s action does: swapping single-use bottles for reusables. We all need to care for our environment.”
Dimple Melwani, CEO of Turismo de Tenerife, highlighted the importance of tourism initiatives that protect the territory and promote environmental awareness. She stated that the island is moving towards a new paradigm where enjoying Tenerife and caring for its environment are inseparable. Melwani added that actions like the Plastic Free initiative demonstrate how sustainability can be integrated into experiences for residents, visitors, and the tourism sector.
To broaden the campaign’s reach, the organisers enlisted public figures from the Canary Islands to amplify the message online. Influencers and personalities, including Ceci Wallace, Álvaro Jiménez, Gara de Paz, and Cathaysa González, as well as model Sergio Hernández and various designers linked to the show, participated actively, promoting the gradual replacement of single-use plastics with sustainable options.
This environmental push precedes the ninth edition of a fashion show renowned for its national prominence. This year’s event, which retains its outdoor format, embraces the Atlantic Ocean as a core part of its identity while delving into the concept of “fashion with purpose.” Beyond design trends, the aim is to strengthen connections between the textile industry, tourism, sustainability, and social impact, with goals including job creation, training initiatives, and new economic opportunities related to fashion. The choice of Torviscas and El Duque for the eco-friendly initiative reinforces the overall message, reminding everyone of the sea’s crucial natural value to Tenerife.
