Introduction

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30 . EART 2030 . EA R T H As aforementioned in my exhibition book, I have chosen to expand on the narrative of ‘Renascence’. A projection into 2030, this narrative translates the uncertainty, environmental hardships and need for protection in future into film. As a vision of the future, this story celebrates traditional craftsmanship and heritage in a contemporary way through the re-use of garments relieving the strain on the planet whilst taking on a deeper meaning for consumers as a sentimental and psychological protection. Taking inspiration from current and likely future events, contemporary communication moving into a digital space as well as fast-changing consumer needs and habits, a video and imagery shot in the new landscape of 2030 combines the need for consumers to protect the planet and themselves in a symbiotic relationship. With sustainability, nostalgia and the environment at the heart of this narrative, it portrays how consumers and fashion will adapt to the changes to come in 2030 giving my campaign a holistic approach with multiple layers for the consumer to reflect upon. From this I have created a narrative named ‘Drowning in Clothing.’

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EARTH 2030 . E A R TH 2030 . EARTH