You have two hands to buy second hand
A campaign against fast fashion
Project type- Classroom
Brief-To construct a campaign around a social conflict.
I've been a victim of my own fashion consumption and with the rising conversation around fast fashion, this hypothetical drive looks at slowing down the impact that fast fashion has on the planet
What are we addressing?
The fashion industry and its brutal impact on our soil.
Apart from the very production and distribution of fibres and garments used in fashion, the way garments are discarded is a concerning aspect.
Is it possible for us to design for people without denying them the means to fashion and yet reduce consumption cycles while lengthening the usage? Yes, Thrift!
What is Fashion industry’s over all Impact?
Fast fashion uses 8,000 different synthetic chemicals, many of which are known to cause cancer and other diseases in humans.
Many of those fibers are polyester, a plastic found an estimated 60% of garments. Producing polyester releases two to three times more carbon emissions than cotton, and polyester does not break down in the ocean.
97% of fast fashion is produced overseas in developing countries with poor labor laws and human rights protections.
The clothing industry employs 40-75 million people. 80% is made by young women, who frequently face terrible conditions and abuse.
"The fashion industry is responsible for 10% of humanity's carbon emission. That’s more emission than all international flights and maritime shipping combined."
How do we solve for this?
Thrift culture is a growing phenomenon right now in India. While our country isn't seeing too many physical stores, the thrift movement grows multi-fold every single day on social media. While it still exists as a niche it's bringing a keen shift in way people perceive fashion to be more sensible and if it helps, pocket friendly. A physical event where people swap clothes is the over arching idea.
Whom do we target?
What do we learn from our personas?
Thrift culture in India is highly social media driven and more so by the individuals who start them who lie between the ages of 19-23 (derived estimate) and so the appeal and the kind of even garments one finds on platforms may not appeal to an entire spectrum of people we want to appeal to.
One way to solve for this might be to have a social and print media drive, with a physically existing space that seeks to inform and educate. Vintage is the approach, thrift swapping is the application.
Conceiving the Campaign
The mood board is an unsaid approach to how we take to art that has been created centuries ago that don't exist as brandish and shiny work but more in their state of having lived the test of time and their age
Touchpoint- Shopping malls and transit points at Airports
Print AD's in magazines
Pitch for installation
This is a concept generated for an art installation piece that will exist at the venue
of the clothes swapping drive.
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