We reveal the hidden face of Fast Fashion
SweatShop it’s a trendy, young, and vibrating clothing brand, new on the market that will stop at nothing in making its customers happy and wanting more. It exhibits very fashionable clothes with ridiculously low prices and special offers that make them look like total giveaways. As our final master’s project we invented SweatShop, a concept that speaks about fast fashion and the threats that this is posing to our society.
Fast fashion is the term used to describe clothing designs that move quickly from the catwalk to stores to meet new trends. Fast fashion allows mainstream consumers to purchase trendy clothing at an affordable price. This has an enormous environmental footprint for both its production and disposal. Clothing production requires a considerable amount of energy and resources, while it depends on toxic fabric dyes and other chemicals that contaminate freshwater. Fashion produces a tenth of the world’s carbon emissions.
SweatShop is a fake clothing brand invented to unmask the harm that Fast Fashion has over our environment, we lure in the user into a trendy website by aggressively advertising in social media just to make him discover at the end of his experience that he will not buy his favorite jacket, but instead, we reveal that our entire campaign’s purpose is to raise awareness about water contamination due to the fast fashion industry and to direct the user to our free app WastePosh.
The beautiful backgrounds and patterns that our models are posing with are real footages of polluted rivers in China, the eye-catching colors are in fact the chemicals that are being used in the textile industry to paint our clothes.
What is WastePosh ?
WastePosh is an alternative solution that we propose, in order to educate people in buying ethical fashion items. After scanning the cloth that you wish to purchase, the app will show you if the product is the result of fast fashion, a carbon footprint that your item has over the environment, the place of production, as well as how much water it has used in its process of fabrication.
Follow us on Instagram @sweat_shop_project
This is a fictive project and it represents the final master’s project after completing studies in Art Direction at LISAA Paris. Heloise Fournier, Marrion Villard and I were responsible for the creation of this project, we worked together in the art direction and graphical style as each of us had different skills. Marrion Villard was mainly in charge of making the mobile app and website, Heloise Fournier was the photographer, video maker, and motion designer of this project and myself I was in charge of the graphic design, social media campaign and motion design.
Special thanks to our models Yanni Huang and Astrid Gam for participating in this project and well as Perrine Chancenotte as a make-up artist and Valentine Theodorou.