PR & MEDIA

This module was designed to aid my understanding of industry practices, techniques, and principles around fashion communication and promotion. It helped me develop my critical and strategic thinking whilst pushing me to be creative in a functional and targeted way. A focal point of this project was to build it around sustainable fashion and missed opportunities to enforce positive change, looking at ethical consumption, conscientious promotion and responsible practices.

 We were asked to build an effective communication campaign, assets and documentary film which explored themes of sustainable fashion, looking at how we consume fashion and why we consume it in this way, where our clothes come from and their impact. Using this as a starting point, I developed a campaign which questioned the value of clothing and showcased ways other than the monetary value that we as consumers can value our fashion. I put together a ten slide presentation to pitch my campaign. It included mock-up website pages, Instagram posts and stories alongside reels and a TikTok video and discussed key findings, target audiences and campaign objectives.

Initial Research

I started my research by looking at a range of different sustainable brands and campaigns before turning to research articles such as “The State of Fashion”. From here, I looked more at issues within Fast Fashion, such as Garment workers’ rights and water usage, pulling out key statistics and facts. For my directed research, I really wanted to understand all aspects of how a brand could be more sustainable by looking at transportation and CO2 emissions; these statics became the bases of my final idea.

 To view my full research book please click here.

 10 Slide Deck

My campaign idea was to build an app that would allow its users to track their wardrobes and the impact it has on the environment. It helped users understand elements such as how far an item of clothing had travelled, how much water had been used to produce it and how much a garment worker would have been paid for producing it, amongst other elements. My ten slide deck addresses why this app is currently needed by looking at key findings around fashion and waste. It looks at who would use an app like this and provides a quick insight into society’s current view towards fashion waste.

To help build a brand’s aesthetic, I completed a creative brief discussing the brand’s tone of voice and image guidelines. These elements then influenced my campaign material, including a poster, social media outputs, a website and campaign videos. When these were all released is explained on my brand timeline.

 To listen to my campaign pitch please click below.

Campaign Material

Poster

Videos

Complete Pack