CLEAN CLOSET: Unzip the truth of fast fashion
CAMPAIGN / BRANDING
PRINT (THREE 11” x 17” POSTERS) / SCREEN (INSTAGRAM CAROUSEL)
ILLUSTRATOR / PHOTOGRAPHY
Clean Closet is a research-based branding project that encourages global competence (understanding about and action on global issues) through informational design. While fast fashion is a well-known term, its detrimental impacts are often concealed or skewed, making it easily overlooked by the consumer. This campaign plays on the physical enactment of the idiom “my lips are sealed” where the mouth becomes a zipper that is being closed. The zipper is an accessory of clothing that is found on many garments, making the idea of zipping and unzipping universally understandable. Using the zipper as inspiration, Clean Closet works to “unzip the truth of fast fashion” and share the negative impacts of fast fashion that are hidden behind the clothing industry’s glamorous facade.
The bright, vibrant colors featured on the topmost layer of the posters mirror the fast fashion industry’s enticing advertising that appeal to consumers. On top of these areas, are misconceptions that the industry uses to paint themselves in a positive light, like green programs, bargains and affordable products, and trendy fabrics. The top layer is unzipped to reveal a more sinister layer underneath showing the negative circumstance that creates or contradicts the positive branding. Throughout the branding materials, there are motifs of threads and stitching that further compliment the zipper and tactile details.
