fOWARD fashion

Campaign design

The brief for this project was to create a campaign proposal that educates young Australians about the environmental and moral consequences of fast fashion. This project was rooted in primary and secondary research. I undertook intensive research about fast fashion; its history; its place in the Australian economy; its human rights issues; and its impact on the environment. This included personally surveying current attitudes and habits towards fast fashion. After analysing similar campaigns a guilt-driven concept was chosen. Simple imagery combined with clever catchphrases and confronting photography was used to convey how serious an issue fast fashion is. Whilst crass language and bold colours help draw eyes to the campaign. The campaign encourages people to say “F*CK OFF” to fast fashion by participating in a one-month boycott. Instagram infographics, which have become increasingly popular in recent years, illustrate some of the f*cked fast fashion facts that people might be unaware of. These were designed so that users could share them on their stories and/or with friends.