LOVED CLOTHES LAST
My grandmother was probably the coolest woman I'll ever know. Everyone knew her for having the most amazing style. I made this video as part of my Loved Clothes Last campaign proposal for a sustainable uni brief last year. It focuses on the significance of clothing as materialised memories in an increasingly digital and fast-fashion world. Assisted by the low cost of fast-fashion garments, there has been an emotional disconnect with the clothing we wear. For instance, a garment is worn on average seven times before it's thrown away. This contributes to more than 300,000 tonnes of clothing going to landfills in the UK every year, many of which are barely used. The wider campaign encourages people to share their own stories embedded in the fabric of their favourite clothing. Using the hashtag #LOVEDCLOTHESLAST, participants would also be incentivised to share their memories in hopes of winning a giveaway within a circular fashion platform. Whilst making more memories for years to come by adding quality to their conscious closet, it encourages consumers to review how and why they buy their clothing. The title of my project was based on the book Loved Clothes Last by Orsola De Castro. Castro's book emphasises ways in which you can repair your clothing as part of a wider revolutionary act. My project aimed to explore the human element of the issue closely. The video and campaign's drive is to subconsciously change consumer attitudes by highlighting the benefits of buying less, buying better and wearing for longer. Because the clothes we love are for life, not landfills.
VIEW THE WIDER CAMPAIGN MOCK-UP ON INSTAGRAM HERE
I also utilised this concept and applied brand strategies during my content creation internship at Hula. My blog and social media content for the brand can be seen HERE
(I'm really pleased to announce that I got awarded 88% (1st) for this film. I received feedback from my tutors that it was one of the best examples of student work seen over the past few years)