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.