The next fashion trend is in your wardrobe

Shiki SK
Jun 15, 2020
2 min read

Fashion, a popular form of aesthetics, expressions and personal styles. With different trends and needs, the fashion industry is worth billions of dollars. But with such a huge demand for the next trends, fashion, has taken a bad turn.

Concept board

The client

Fashion Revolution is a global movement calling for greater transparency,

sustainability and ethics in the fashion industry.We want to unite the fashion industry and ignite a revolution to radically change the way our clothes are sourced, produced and purchased, so that what the world wears has been made in a safe, clean and fair way.

Task

The task of this Assignment (Campaign) is to promote fashion awareness offered by Fashion Revolution. The task is to reduce waste culture in the fashion industry by reusing clothes that consumers already own, and styling it in different ways to create a whole new collection by itself.

Target audience

Most fast fashion is designed to attract young, on trend shoppers. However each brand has its own particular niche to appeal to. Our target audience for this project is specifically targeting millennials (23 to 39 years old) due to the survey conducted. Results from the survey show that within this group, they are not fully aware of the negative implications due to their shopping habits within the fast fashion industry.

Insights

The root of the problem is its waste culture, which taps into consumer’s bad habits; buying more than what they really need and not wearing the items for long. In order to slow down consumer’s shopping spree, is by educating them about the negative implications that the cheap and trendy items that they bought, actually contributes to climate change. But what about reminding the consumers that with just one shirt, it could be styled in a variety of ways, creating a whole different look altogether?

Message

The role the consumer can play in making sustainable fashion choices will hugely impact the fast fashion industry. If there is no desire and demand, the fast fashion industry would have to automatically cut down their mass production, and reduce the amount of seasonal collections.

Support

To start off the campaign, the brand called "rewear" will be created just like any other fashion brands on social media. But instead of selling anything, the fake brand offers ideas and variations to style even the most boring looking shirt. Basically to remind consumers that the next fashion trend could easily be found in their own wardrobe and to maximize the usage of their clothing.

To make the fake brand more known, is by joining in the fashion week event and gaining media coverage.

Also by using the hashtag #rewear and tagging the rewear page, consumers could easily share their own style and join in the rewear community.

Fashion revolution, support the movement.

Rewear brand logo