AD6605 - 360 CAMPAIGN BOOK

BRAND ME 360 CAMPAIGN. CHLOE THOMSON 2101568

INTRO. A great example of the above is Planet. Soph A sustainable London based knitwear brand focusing on inclusivity, making vibrant, expressive knitwear. Using upcycled materials and dead stock materials to create her collections. Director Sophie Nancy is dedicated to sustainable and eco- friendly practices, specifically repurposing.

CLOSING THE GAP IN THE MARKET. Introducing a groundbreaking global initiative aimed at authenticating sustainable fashion brands and fashion processes. Drawing inspiration from successful fairtrade models in various industries. Much like the familiar fairtrade stamp on food, this initiative seeks to establish a universal certification system for sustainable fashion, addressing the market's need for a comprehensive and distinctive sustainability approach.

By offering an easily recognizable stamp of approval, I think consumers will be more inclined to support brands certified by this initiative. As consumer demands for sustainable practices are only increasing. Providing a solution to the pressing issues of consumerism, overconsumption, waste, and overproduction within the fashion industry. Whilst also fighting the effects of such consumerism and massproduction on the planet. With a specific focus on the second-hand and vintage market, advocating for a shift in mindset – promoting "Buying Brand New vs New to You" Emphasizing the value of making waste more valuable, and finding treasure and meaning in second hand items. . This initiative aims to redefine the fashion narrative, breaking away from the pretentious luxury bubble and fighting the stigma associated with secondhand fashion at every level of the fashion industry. From luxury to highstreet. By adopting the reduce, reuse, recycle approach, the goal would be to eliminate the environmental impact of fashion and fashion waste, making the old new again.

FAIRTRADE.

The Fair Trade food Mark is a registered certification label for products sourced from producers in lower income countries, according to their official website. (FAIRTRADE, 2024) The initiative has emerged as a powerful force in global trade, with the traidmark stamp being recognised globally. As the official Fairtrade website reported, the statistics really prove its recognisability. With an incredible 93% of UK shoppers recognising and trusting the mark, when coming to a decision regarding the ethics of a product. (FAIRTRADE, 2024) The Fairtrade organisation aims to create equitable partnerships between farmers in developing countries and consumers worldwide.

According to recent statistics, the impact of Fairtrade is significant, with over 1.8 million farmers and workers participating in Fairtrade initiatives worldwide. (ABOUT US, 2024) These individuals are involved in the cultivation and production of various food products adhering to Fairtrade standards. The movement has gained substantial traction, with more than 2,400 licensees globally offering a diverse range of over 30,000 products proudly displaying the Fairtrade mark. (ABOUT US, 2024) This symbol signifies adherence to fair labour practices, environmental sustainability, and social responsibility. The expansive reach of Fair Trade illustrates the growing awareness and demand for ethically sourced food products, highlighting the positive influence such initiatives can have on improving the livelihoods of farmers and promoting sustainable agricultural practices on a global scale.

STRATEGY.

Objective: To establish a worldwide initiative that provides authentication of sustainable fashion brands. The initiative aims to bridge the gap in the market for a comprehensive sustainability certification similar to fairtrade stamps on food products. This certification will help consumers make informed choices, combat consumerism, overconsumption, waste, and overproduction, with a special focus on promoting the second-hand and vintage market.

Key Components: CERTIFICATION STANDARDS: Work with top sustainability leaders such as the Global Sustainability Alliance, to develop a set of rigorous standards and criteria that fashion brands must meet to be certified as sustainable.

This includes factors such as ethical labour practices, environmentally friendly production methods, use of sustainable materials, incorporation of second hand material/repurposing and commitment to reducing waste INSPIRATION FROM FAIRTRADE INITIATIVES: Draw inspiration from successful fairtrade initiatives in other industries, adopting their transparent and easily recognizable labelling system. The goal is to create a universally accepted logo or stamp that consumers can trust and recognize, showing a brand's commitment to sustainability.

EDUCATION AND AWARENESS CAMPAIGNS: Implement global education and awareness campaigns to promote the benefits of sustainable fashion and the importance of choosing certified brands. This includes dispelling the stigma surrounding secondhand fashion and highlighting the environmental impact of fashion waste. This can be done by bringing communities together. With events including sewing workshops, talks with industry titans and clothes swapping and disposal events.

PARTNERSHIPS AND COLLABORATION: Collaborate with international organizations, governments, and NGOs to gain support for the initiative.

Encourage partnerships with fashion influencers, celebrities, and industry leaders to amplify the message and reach a broader audience. As well as working with smaller charities to push the message to smaller co mmunities. As the aim is to create a blanket approach globally.

PROMOTION OF SECONDHAND AND VINTAGE MARKETS: Launch campaigns to promote the value and uniqueness of secondhand and vintage fashion. Encourage consumers to embrace the "Buying Brand New vs. New to You" concept, emphasizing the idea that waste can be made more valuable through thoughtful consumption.

COLLABORATIVE EVENTS: Organize global events, such as Sustainable Fashion Weeks, where certified brands can showcase their collections and innovations. This will serve as a platform to celebrate sustainable fashion and encourage collaboration within the industry.

7. Advocacy for Circular FashionApproach: Advocate for a circular approach to fashion by promoting the reduce, reuse, recycle method. Just as we have done in the UK government, three concepts that promote sustainable living.

In a fashion sense this will encourage brands to adopt circular business models, where products are designed with longevity and recyclability in mind.

By implementing this initiative, the aim is to transform the fashion industry across all levels, making sustainability a central focus and empowering consumers to make environmentally conscious choices, by a blanket approach. Together, we can break fashion out of its luxury bubble and create a global movement towards a more sustainable and responsible industry.

UNIVERSALLY ACCEPTED STAMP OF AUTHENTIFICATION.

STAMP DEVELOPMENT

CAMPAIGN STYLES.

FIGURE 1 OUTSIDERS STORE Although this online store is retail. they have created some incredibly creative advertising and campaign. Featuring graphic bold letting and unique grahic design. With a strong narrative of the British country side, and contrasting hand drawn and crafty element.

FIGURE 2

FIGU

Hip Mas vin vin Off to t wo t

URE 3

HIP

p is the retail home of retro. One of the most established independent boutiques. sters of handpicking the best quality menswear since 1987. A perfect example of ntage inspired design. A powerhouse of brands all doing similar things, featuring ntage inspired designing and brands. Catering for a wide range of customers. fering the latest collections from over 100 brands! From the vintage obsessed that outdoorsy person with an obsession for Patagonia. As well as the simple orkwear items from brands such as Carhartt. I specifically love the creativity of the above advertisement, featuring real life with a contrast of preppy fashion.

FIGURE 4

HOMEME +

As the world’s leading men’s fashion magazine. Homme + is the vintage iteration of QG. The magazine is cleverly, literally named after the French word for man. A testament to the chic campaigns that can be seen inside incredible covers like the above. The covers often embody the playful elements of real life, contextualising the new mood in fashion, rejecting the idea of luxury, drawing in a mass following. Deemed as the ultimate style guide for men.

REFERENCES. FAIRTRADE. (2024, January 10). Using the core FAIRTRADE Mark. Retrieved from FAIRTRADE: https:// www.fairtrade.org.uk/what-is-fairtrade/using-thefairtrade-mark/ ABOUT US. (2024, 10 JAN). Retrieved from FAIRTRADE INTERNATIONAL : https://www.fairtrade.net/about

IMAGE REFERENCES. FIGURE 1 – INSTAGRAM POST BY OUTSIDERS STORE – RETRIVED FROM INSTAGRAM - https://www.instagram. com/outsiders.store?igsh=cG1yaHE4ZjdjMWJy FIGURE 2 – SCREENSHOT OF INSTAGRAM STORY PUT UP BY OUTSIDERS STORE – RETRIEVED FROM INSTAGRAM - https://www.instagram.com/outsiders. store?igsh=cG1yaHE4ZjdjMWJy FIGURE 3 – CAMPAIGN PHOTOGRAPH BY HIP STORE. RETRIEVED FROM INSTAGRAM - https://www.instagram. com/hip?igsh=czBwZGVkcnU2bjV6 FIGURE 4 – HOMME + COVER FEATURING CHEF THOMAS STRKER – RETRIVED FROM INSTAGRAM - https://www. instagram.com/thomas_straker/?hl=en