LOOK FRESH TO DEATH
Fast fashion is a term to describe inexpensive designs that move quickly from runways to stores to meet new trends. Cheaper and more accessible clothes have created a ‘buy more, wear less’ mentality. 'Look Fresh to Death' is a campaign that exposes, raised awareness about the dark side of fast fashion through a variety of media, with an engaging concept and eye-capturing visuals. It educates the audience and leads them towards more sustainable, ethical decisions to the clothes they own, or when purchasing new items.
Role - Branding, Campaign Design, Illustration
Year - 2020
Client - Personal Project
THE CHALLENGE
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font.
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font.
THE SOLUTION
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font.
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font.
THE CHALLENGE
Fast fashion is the term used to describe clothing designs that rely on cheap materials and labour, can take ideas from fashion shows, runways, or celebrity culture and turn them into ready-to-sell garments almost overnight. However, the true cost is far beyond the cheap price.
It forms a toxic system of overproduction and consumption, making the fast fashion industry one of the largest polluters in the world. Moreover, garment workers around the world have been exploited to keep up with high demand.
THE SOLUTION
The name of the campaign is inspired by the common saying “Looking fresh”, meaning having a good appearance or wearing stylish outfits. Red is used dominantly throughout the design. It is an eye-catching colour that says ‘dangerous’ and also inspired by Christian Louboutin’s “red bottom” high heels—the popular sign of luxury and high-end fashion.
The campaign will have a unique, vibrant visual identity and an illustrative approach to capture the audience’s attention and create a long-lasting impression. The message of this campaign is conveyed using wordings with a sassy, sarcastic, humourous tone of voice, with some hints of trendy pop culture reference. That not only creates a bit of fun while raising awareness about the devasting impacts of fast fashion but also resonates with the targeted young demographic
