Fast Fashion is Frayed
'Frayed' is a guerrilla campaign created for my final year degree show. The campaign was created to raise awareness of the environmental harm caused by fast fashion. The name 'Frayed' relates not only to the poor quality of clothing you would perhaps expect of fast fashion but also to the damage being caused to the earth as a result of it. Fast fashion is causing the earth to become frayed.
The campaign consists of a selection of stickers which feature hard hitting statistics and quotes relating to fast fashion. These stickers can be used by the public to engage with the campaign in high street shops. The stickers can be used on the labels of clothing to identify garments as being fast fashion with the intention that this would put people off purchasing them.
I have also produced several posters for the campaign. Two of the posters are screen printed onto recycled fabric and are UV reactive. They feature illustrations of a fish skeleton and a skull and reflect the damage caused to living beings as a result of fast fashion. Every species, humans included are affected by the industry. In order to show this I used a layer of UV ink so that when viewed in the dark or with a torch the once faint toxic particles light up with a contaminated bright green colour.
The final campaign poster reflects the contamination of the earth and is interactive so once the top layer of the earth is peeled back it reveals a much more toxic, damaged version.
The merchandise produced for the campaign I have named 'Pocket Earth'. This is a mini linocut print of the earth onto recycled fabric, over time it will change and become frayed, representing the changing condition of the earth. I also had two of my illustrations printed onto sustainable bamboo t-shirts in order to offer an alternative to fast fashion.