Fashion Revolution

Fashion revolution is a global movement which raises awareness about the fashion industrys most pressing issues. They encourage sustainable and ethical change for the future of fashion. They are a group of individuals with different occupatios including designers, academics, writers, business leaders, policymakers, brands, retailers, marketers, producers, makers, workers and fashion lovers. They strive for many individuals to get on board as this is the only way postitive change to our people and the environment will happen. They want to ensure that sourcing, production and consumption of clothing is safe, clean and fair.

There approach for change is making individuals aware of what goes on by recognising that they are the only individual who can create change for themselves and others. Instead of boycotting and victimising, naming and shaming there approach is fair and justified. As the fashion industry as a whole has a part to play in the the unsustainable factors of fashion they do not target one company’s actions.

The Circular Economy

By conforming to a circular economy increases the longetivity and regeneration of products. It allows sustainable product designs to be created however retailers will need to work on there production, consumption,waste management and the use of raw materials.

Part of a circular product means building waste into the life cycle which can be regenerated into something new. In order to do this a selection of low impact materials will be needed whilst reducing the amount that are used. Although it is important that production techniques and distruibution systems are optimised in order for harmful gases to be released. All life cycles entail a reduction of impact during use, optimisation of initial lifetime, optimisation of end of life system, and new concept development for products.

‘Circular fashion’ can be defined as clothes, shoes or accessories that are designed, sourced, produced and provided with the intention to be used and circulate responsibly and effectively in society for as long as possible in their most valuable form, and hereafter return safely to the biosphere when no longer of human use. (Dr. Anna Brismar, 2017,

Therefore with a circular fashion industry shows a promising future for our earth and people as it will prevent resource efficiency, reduction in our carbon footprint, non toxicity, biodegradability, recyclability and good ethics. It is important we find ways in which we can become more conscious in the decision we make when purchasing clothings, this can range from shopping second hand, borrowing clothing, lease/ renting clothing, shopping in charity shops. This way unnecessary clothing is wasted and waste is minimised which contributes to a slower fashion movement.

Clothing and Social Identity

Clothing is a way of one showing there social identity and personality which may conform to a particular stereotype in the way they would like to be perceived. An influencer of creating this social identity may be constant trend change which individuals feel the need to respond to in order to maintain a particular current and on trend image. This contributes as to why fast fashion has been built to be perceived as throw away. Maintaining a particular aesthetic through clothing embodies a social and structural identity which categorises individuals.

Please see sketchbook for more information.

Ideas, Concepts & Passions

I have become more sustainably aware over the course of my three years at university through living in Brighton. Brighton has such a strong eco community which has enabled me to learn a lot about second hand fashions, plant base eating, waste reduction and self meditation. Prior to this I had false interpretation as to what healthy living was, which is actually very unsustainable. Through consumption of animal base products and looking down at charity shops as they were ‘someone elses trashy hand me downs’ I have managed to find my in what does good for our planet. Therefore I intend to respond to the mission of sustainable living through educating individuals on the small changes they can do to benefit both their lives and maintain our planets environment. My aim is to start by targeting my friends, especially the 7 girls I live with who love cheap buys from Boohoo and Missguided. At least 3 of them make a large order from a fast fashion retailer per week which is what they like to spend their disposable income on. I started to question myself due to being the age of 20 and never shopping in a cheap online retailer (boohoo, missguided, prettylittlething) which seemed to be very rare through discussions with friends and Brighton university students. Therefore my first line of discussion was why do they contribute to the fast fashion industry? Are they aware of where there clothes come from? Is it quantity over quality? What encourages them to shop at these stores? Do they think it is normal that I have never purchased anything from these stores? Do they ever shop second hand? As a base to my research I looked at what I could do to help evoke a sustainable research through fashion and wellbeing and came up with ideas surrounding educating individuals in what they purchase and the impacts it can have on our planet, animals and people. As Brighton has such a large eco community due to vegan shops and a large second hand fashion culture, reducing waste e.t.c primal focus was on this to trigger ideas in way we can attract students who love to shop in fast fashion to expand there knowledge and interest of what goes on behind closed doors.

Statement of intent

Statement of intent:

Through the exploration and consideration of sustainable and ethical factors involving over consumption, wastage and animal cruelty within the fashion Industry. This creative research module combined with dissertation research have showcased how these factors are perceived lightly and have become the norm over the course of decades. All factors are hindering the environment and causing unnecessary animal murder. I intend combine and further my research into both wastage and animal cruelty free within the fashion industry. Primarily focusing on how stopping mass consumption of unsustainable and unethical products and promoting vintage, second hand and thrift shops. Through research already conducted a large number of individuals have a lack of knowledge and awareness of what they are purchasing and where it is sourced. Therefore focussing further research on campaigns and how they can better the messages they’re trying to portray.

I have begun my research by looking at large organisations, theories and designers. An example of an theory is the ‘circular economy’ in question with whether the fashion industry can ever have minimal wastage with longer more efficient product life cycles. Also through experimenting with controversial images for producing advertising campaigns has helped spur my thought process. With a strong interest in sustainable fashion I think it is vital for more individuals to get involved to stop animal cruelty in fashion but also reducing waste. As a means of research I will look at how fashion brands, designers and media hide the reality of these wastage and animal cruelty.

Through my final major project I aim to pinpoint how labels are created; for example fur being perceived as luxury and how cheap products are viewed as acceptable to be thrown away after a handful of uses. This will be the starting point of my primary research done through surveying, documenting footfall in high street shops such as Primark, Zara and Jigsaw through conducting interviews with customers whom purchase from these shops with regards to the clothes they purchase.

In this project I have experimented through mimicking animal fur with meat signifying flesh, this informs the viewer that wearing any form of skin or fur is in fact murder of an animal. With supporting slogans and strapless sets the tone of the striking campaign.

As part of this current project I have explored aspects of a 360 degree campaign through social media, advertorial posters, press releases and event organisation. Therefore I intend to produce a full 360 degree campaign with a supporting magazine in order to create awareness. I feel that researching these issues in fashion has broadened my knowledge of the brutal, unethical and unsustainable occurrences that are hidden within fashion today. Therefore it has provided me with a deeper insight in the changes I can help create through a 360 degree campaign with a supporting fashion magazine. This will entail relevant articles, information, image making, typography based on animal cruelty and wastage all linking to the 360 degree campaign as these are both sustainable factors. I am for a striking final outcome which will be informative and set a powerful view of how an animals life is wasted due to fashion.

My initial research has provided me with a better idea of what I want to explore including questions, themes, theories and collaborative work I will use to formalise my final major project. Both of the sketchbook books linked to this project show research, ideas and development of what I could develop further. This will be useful to relate back too as it has logged my ideas and development process. In order to forward my research and experimentation I need to ensure I am on top of my time management to allow for a smooth development process for my final major project. This can be achieved through GANTT charts and plans. But also frequently visiting galleries and exhibitions.



“Coalition To Abolish The Fur Trade.” Caft.Org.Uk, 2017,
Gwilt, Alison, and Timo Rissanen. Shaping Sustainable Fashion. 1st ed., London, Earthscan, 2011,.
Hendriksz, Vivian. “Anti-Fur Protesters Take London Fashion Week By Storm.” Fashionunited.Uk, 2017,
Hethorn, Janet, and Connie Ulasewicz. Sustainable Fashion. New York, Fairchild Books, 2008,.
“Indyact | Campagins And Projects | Zero Waste Campaign.” Indyact.Org, 2017,
“The Barbaric Fur Trade | Animals Are Not Ours To Wear | PETA UK.” PETA UK,


December 5th – Briefing FMP
Write FMP brief
Continue with research within animal cruelty and wastage – how labels are created and how the medias impact.
Begin creating a media pack for the magazine and start looking at one aspect of the 360 degree campaign.
Start looking/ brainstorming at 360 campaigns – networking, co-branding, event organisations, social media, marketing, content creation
Experiment with poster design and magazine layout design.
January 9th – Formative Crits
Start thinking about effective shoots – landfill sites e.t.c
Write feature article on awareness.
Create article imagery
Interviews, surverys and footfalls
Feb 6th informal crits/ presentations
event organisation
social media
Article Layout
Illustrations and advertisements
Flat plan
Feb 27th – March 13th Formative presentations on specialism
Design final editorials
Create event
Final campaign posters
All 360 campaign finished.
March 23rd – April 15th Easter
Assemble final magazine
Print magazine
Print out all work ready for Brighton show and GFW.
April 17th Crits for graduate show
April 24th Forms in for Brighton Graduate show
May 7th Nominees go forwards for GFW and all work finished.


Through looking into activism and the different activists who have had a positive impact on society. I came across Artivism which has been developed through antiwar and anti-globalization protests.

Artivists use various creative techniques to inform there  work in order to express power for social change.

Guerrilla girls

I have started off by looking further into the Guerrilla Girls, whom are female artists that produce wear Gorilla masks in order to fight for  human rights, discrimination and ethnic bias.

Through wearing the Gorilla masks they are able to hide there identity so primal focus is on the current issues in society today. This is done through outrageous visuals; such as posters, images, stickers, videos. Therefore the the issues are at the forefront of the public eye creating a larger awareness


Last year I visited the Guerrilla Girls exhibition at the White Chapel Gallery in London.

I initially heard about the Guerrilla girls and was intrigued but the approach they took and how society reacted upon it. Therefore when visiting the exhibition I kept a footfall of the amount of people who entered the gallery and the amount of woman to men. The ratio was 9 females to 1 males for the hour I was in the gallery. At first this was just for personal interest due to Guerrilla girls being a feminist group; although the Guerrilla girls exhibition at the WhiteChapel  pin pointed that men were more likely to be granted an open gallery space in order to support the work they produce. This was very controversial considering it was done in an open gallery on there own walls.

So I questioned:

Why would men want to visit an exhibition proving how curators can be bias in the artists work they choose to be displayed in galleries?





29/09/17 – London Visit

After this weeks briefing I took it upon myself to take a trip to London today. I visited both V&A and Saatchi gallery to try and engage by focus and inspire my ideas into the new project topic ‘Activism’.


Reflecting upon attending the Balenciaga exhibition at the V&A, clearly shows how Cristobal Balenciaga is such an influential figure in the Fashion Industry today. A clear dynamic was visible across Balenciagas garments and how these have been interpreted by contemporary fashion designers today in an innovative way.


Iconoclasts – Maurizio Anzeri



To find out more information go to the Exhibition page of the blog.