Sustainability in The Fashion Industry
Sustainability in fashion involves fostering positive change towards greater ecological integrity in the fashion system. From an environmental perspective, sustainable fashion aims to minimise any negative environmental effects of the product’s life cycle.
Our Fashion Future.
Fashion production produces 10% of our human carbon emissions and dries up water sources as well as polluting them. 85% of all textiles go into land fill each year (UNECE, 2018); fast fashion being the majority of this astonishing environmental cost. Therefore, the need for a shift towards a more sustainable fashion industry is more drastically needed than ever in order to protect the future of our planet.
The aim of this project is to instil a sense of awareness of the potential dangers and consequences that fast fashion possesses, and to encourage individuals to change their behaviour to support sustainability in the fashion industry.
The direction of this campaign aims to persuade through alarming and unusual layouts of imagery to captive the target audience in a dramatic yet visual appeal.
This campaign aims to help consumers become more aware and process the problematic behaviour they are contributing too.
Photomontage has been used to represent the distorting and alarming sense of the issue at hand, and the jagged cut outs are overlapped to convey a sense of urgency.
How Can We Reduce Our Fashion Environmental Impact?
Buy less.
Buy clothes from sustainable brands.
Buy better quality.
Think twice before throwing out your clothes. Try to repair them, donate them, sell them.
Buy second hand, swap & rent clothing.
Keep an eye on your washing.