COMMUNICATIONS CAMPAIGN PACK #luxuryfashionisnotinnocent
FASHION REVOLUTION
LUXURY FASHION IS NOT INNOCENT
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FOREWORD
This document aims to breakdown the new campaign, ‘Luxury Fashion is not Innocent’. Through specific timelines, guidelines and imagery, this document should provide the information needed to launch the new campaign successfully. For further guidance, please refer to the brand and campaign asset guidelines. In line with our sustainability ethics and values, please refrain from printing this document, instead use digitally. Rose Coppen-Manns Communications Campaign Manager
FASHION REVOLUTION
LUXURY FASHION IS NOT INNOCENT
CONTENTS
01 / CAMPAIGN MISSION & OBJECTIVES - p.6 02 / AUDIENCE - p.14 03 / BRAND ASSETS - p.18 04 / TIMELINES - p.32 05 / SOCIAL MEDIA - p.35 06 / OFFLINE ASSETS - p.46
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FASHION REVOLUTION
LUXURY FASHION IS NOT INNOCENT
We are Fashion Revolution
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We are designers, academics, writers, business leaders, policymakers, brands, retailers, marketers, producers, makers, workers and fashion lovers. We are the industry and we are the public. We are world citizens. We are you.
FASHION REVOLUTION
LUXURY FASHION IS NOT INNOCENT
We are Fashion Revolution
Fashion Revolution is a global movement that runs all year, celebrating fashion as a positive influence, raising awareness of the fashion industry’s most pressing issues, showing that change is possible and celebrating those who are on a journey to create a more ethical and sustainable future for fashion. Fashion Revolution Week is our #whomademyclothes campaign in April, which falls on the anniversary of the Rana Plaza factory collapse, which killed 1,138 people and injured many more on 24th April 2013. We encourage as many people as possible to join the Fashion Revolution by asking brands and retailers #whomademyclothes. Brands and producers are encouraged to respond with the hashtag #imadeyourclothes and to demonstrate transparency in their supply chain.
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01/ CAMPAIGN MISSION & OBJECTIVES
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FASHION REVOLUTION
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Our focus for this campaign
In order to make the fashion industry sustainable, we first need the top players of the fashion industry to lead the way. At present we have realised this is far from the case.
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Fast fashion has previously been the primary target of conscious fashion activists, but luxury fashion is now facing its own critics and disapproval as a result of the COVID-19 pandemic. While the virus remains at the forefront of peoples minds it has given the luxury fashion industry time to take stock and ponder attitudes towards sustainability, and shape fashion for the future. We believe Fashion Revolution has the power to push the luxury fashion industry forwards to become a leader for sustainability.
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LUXURY FASHION IS NOT INNOCENT
Our mission
We want to inform, educate and raise awareness of the issues currently faced in the luxury fashion industry. This is because the question remains : if the luxury fashion industry can pave the way as a leader for sustainability then why hasn’t it done so already? We believe that in order to ignite a revolution to help radically change the fashion industry for the good, we must first help shift opinions on the luxury fashion market. We have discovered that the luxury fashion industry is not as sustainable as first thought. Although fast fashion has previously been our primary target the luxury fashion industry is now facing criticism and disapproval as a result of the COVID-19 pandemic. As discovered in our ‘Consumer Survey Report 2020’, consumers are willing to pay more for fashion goods that are created sustainably and responsibly by transparent companies. Therefore luxury fashion is the starting point to transform the entire industry which forms the core mission of this campaign.
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FASHION REVOLUTION
LUXURY FASHION IS NOT INNOCENT
Goals
This campaign aims to help change consumer attitudes towards luxury fashion to aid the industry as a leader for sustainable fashion. This will be achieved through, 1. Raising awareness around the launch of the campaign, ‘Luxury Fashion is not Innocent’. 2. Shifting opinions on the luxury fashion industry by informing consumers of the luxury fashion industry’s hidden secrets and most pressing issues. 3. Educating consumers on the climate impact of clothes and how to become a more sustainable shopper. 4. Gaining a loyal following to increase engagement and involvement within the campaign across social media.
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LUXURY FASHION IS NOT INNOCENT
Our strategic objectives
1. Raise awareness of the luxury fashion industry’s most pressing issues to increase the number of luxury consumers to shop consciously. 2. Make luxury retailers reflect on what is truly important and aim for more focus on sustainability in their design and business formation. 3. Show the world that change is possible by showcasing and celebrating those proving that fashion can be made with respect to people and the planet. 4. Bring people together from across the supply chain, from farmers to factory workers, brands to buyers, consumers to campaigners, to ask questions, challenging how luxury fashion is made and by whom, and to work towards re-connecting the broken links between those who produce, sell and buy fashion. 5. Work towards long-term industry-wide change so that fashion becomes a force for good and that all business is conducted in a safe, healthy and fair way.
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LUXURY FASHION IS NOT INNOCENT
Our tactics
1. Launch the campaign across all digital touch-points with content being posted 2-3 times daily. 2. Use influencers, celebrities and brand ambassadors. 3. Utilise organic, earned and paid social media content. 4. Use both traditional and online PR resources, e.g securing interviews with leading publications and ‘highbrow’ publications. Creating a series of podcasts, e.g. ‘Power of Influencer Interview Series’ and producing Instagram takeovers with industry experts with a focus on sustainability. 5. Create a new hashtag for the campaign. 6. Focus on an ‘appeal approach’ as the core of the campaign.
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Our campaign hashtags
You can use #FashionRevolution for tweets and instagram posts throughout the year. This is the hashtag for our movement. For this campaign we encourage consumers of luxury fashion to ask #whomademyluxuryhandbag? or #whomademydesignerdress? when asking luxury fashion brands ‘who made my clothes?’. Additionally we encourage consumers to share their concerns regarding the luxury fashion industry by using the hashtag #luxuryfashionisnotinnocent.
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SHARE YOUR CONCERNS --------------------------------#LUXURYFASHIONISNOTINNOCENT OR ASK THE BRAND #WHOMADEMYLUXURYHANDBAG? #WHOMADEMYDESIGNERDRESS?
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02/ OUR AUDIENCE
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Our standard audiences
1. The Public 2. Brands, Wholesalers, Retailers and Distributors 3. Producers, Farmers and Makers 4. Students and Educators 5. Policymakers and Politicians 6. NGOs, Trade Union, Civil Society, Multi-Stakeholder Collaboration
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The target audience for this campaign
1. Millennials & Gen Z (18 to 40 years old) 2. Young, environmentally conscious females 3. European residents 4. Digitally-infused lifestyle 5. Have a desire to look stylish and creative 6. Invest in luxury fashion pieces
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Example: Meet Bella Thompson
A 24-year-old graphic designer living in Shoreditch, London. Bella works freelance for a creative media agency. She is most interested in luxury fashion but is unable to afford it on her current salary. So on the side of her full-time job, Bella trawls the vintage shops of London’s East End looking for second-hand rare designer items. Her favourite shops include Dukes’ cupboard and Serotonin Vintage. She is interested in drum and bass music, fashion, new and emerging designers, trend led and writes a blog.
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03/ BRAND ASSETS
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Logo This is the Fashion Revolution logo. Our iconic logo will not be changed for this campaign, it will remain the same to ensure it stays recognisable and that our branding is clear and concise. It should be used on all communications and will be used on all offline assets in this campaign. Download our logo from the Resources page on our website.
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LUXURY FASHION IS NOT INNOCENT
Typeface Typography is a key part of our brand identity but for this campaign we will be changing the core typeface to ‘Futura’ to make the campaign more distinct and recognisable. This keeps the campaign separate from our other campaigns that continuously run throughout the year. Futura Condensed is our primary font and is used for headlines and body copy. Zombie Checklist Alpha is used for ‘Luxury Fashion is not Innocent’ and the other posters. We use Futura Condensed as a secondary font and sometimes we use Futura Medium and Futura Bold. Download our fonts from the Resources page on our website.
Futura Bold
Futura Condensed ExtraBold
ABCDEF GHIJKLM NOPQRST UVWXYZ
ABCDEF GHIJKLM NOPQRST UVWXYZ
Futura Medium
ABCDEF GHIJKLM NOPQRST UVWXYZ
Futura Condensed
ABCDEF GHIJKLM NOPQRST UVWXYZ
Zombie Checklist Alpha
ABCDEF GHIJKLM NOPQRST UVWXYZ
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Typeface Here are some examples of fonts being used in Fashion Revolution communication’s.
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Posters Here are some examples of the posters that will be used in this campaign. 01 / Luxury Fashion is not innocent. 02 / Who Made my Luxury handbag? 03/ Who Made my Designer Dress? Download these posters from the Resources page on our website.
LUXURY FASHION IS NOT INNOCENT
01/
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02/
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Colours This is the colour palette for the campaign ‘Luxury Fashion is not Innocent’.
#757271
#8c8c8c
#bdbdbc
#706837
#efe8d7
#f3efe5
RGB should be used for all digital assets, CMYK for print and PANTONE for special spot treatments in printing. Download our colours for this campaign from the Resources page on our website.
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Gradients These are the gradients especially designed for this campaign and can be used for any content creation for the campaign. They have been created from a combination of the core campaign colours and are totally unique. Download our gradients from the Resources page on our website.
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Photography Our photos aim to capture the bold, inclusive and inquisitive mood of Fashion Revolution. However, you will notice that this imagery contrasts with our normal imagery that is often very colourful. This is because for this campaign the images will be solely in greyscale to reflect the luxury consumer and industry’s appeal. Download our campaign’s photography from the Resources page on our website.
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Photography Our photos aim to capture the bold, inclusive and inquisitive mood of Fashion Revolution. Additionally, the photography will reflect our tone of voice for action-oriented visual communications. This is why many of our images will be created by the supporters of the campaign.
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Icons & Emojis Here are the icons & emojis that will be used for this campaign. They will be used in both humorous and serious contexts, to help with visual communications. Download our campaign’s icons & emojis from the Resources page on our website.
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FASHION REVOLUTION
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Tone of Voice
Always:
Never:
Bold Provocative Inquisitive Positive Accessible Inclusive
Shaming Dull Full of Jargon Too Technical Victimising Inconsistent
The tone of voice for this campaign is serious and optimistic to reflect the mission and objectives. The more consistent and cohesive our message is, the stronger we are and more likely our messages are to be heard and understood. Rather than making people feel guilty, we aim to help them recognise that they have the power to do something to make a positive change.
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04/ TIMELINE The following pages offer information on the breakdown of the social channels plan and detailed calender of launch activities. *It’s important to note that the campaign will launch alongside Fashion Revolution Week to maximise reach and exposure, (19th-25th April).
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Social media timetable
LUXURY FASHION IS NOT INNOCENT
Week 01/
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Week 02/
Week 03/
Organic Content
• Initial announcement • Information on the campaign • Campaign imagery
•Reposting of content produced by the hashtags • Encouraging sharing of knowledge on the subject
• Reposting of content produced by the hashtags • Reposting influencer content • Sharing stories
Paid Content
• Targeted ads towards the target audience ‘get involved’ • Targeted ads to followers of luxury brands- ‘learn more’
• Reminder ads to all who have viewed the website or campaign page to get involved if they haven’t done so already
• Reminder ads to all who have viewed the website or campaign page to get involved if they haven’t done so already
• Press release • Press interviews published in: Vogue, Refinery 29, BoF, Sunday Times Style, Finical Luxx, Stella, Glamour and Grazia Magazines • Collaboration with Diet Prada
• IGTV’s of conversations with industry experts will go live discussing the campaign and supporting evidence • Diet Prada to post our story • Influencer content to be posted
• Remaining stories from paid partnerships • ‘Power of Influence’ interview series to be published and broadcast
• Launch website takeover • Banner of the campaign on the website homepage, #luxuryfashionisnotinnocent and campaign imagery
• Banner of the campaign on the website homepage, #luxuryfashionisnotinnocent and campaign imagery
• Banner of the campaign on the website homepage, #luxuryfashionisnotinnocent and campaign imagery
PR Content
Website
LUXURY FASHION IS NOT INNOCENT
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Owned
Earned
Paid
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Launch Post
Announcement Posts
Organic posts of imagery created from the campaign + influencer imagery
Website Launch
Press Release
Campaign Illustrations
Influencer posting- campaign involvement
Press interviews published
Facebook & Instagram ads to the website and campaign page
Targeted Adverts Targeted Adverts
Digital Adverts
LAUNCH
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05/ SOCIAL MEDIA The following pages offer information on the breakdown of the social media channels that will be used in this campaign.
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Social- Phase 01/
AIMS 01/ Begin building organic social content 02/ Introduce the new campaign 03/ Introduce the campaign’s imagery 04/ Begin building awareness of the campaign 05/ As the momentum builds, the campaign will be promoted across other social channels like Facebook, Twitter and YouTube 06/ Encourage followers to get involved through sharing the hashtags TACTICS 01/ Paid advertisements on Instagram, Facebook and Twitter 02/ Paid Content - There to promote the campaign and drive traffic 03/ Organic Content - There to increase customer engagement and awareness of the campaign
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Social- Phase 02/
AIMS 01/ Continue building social content 02/ Encourage followers to share 03/ Filter in a more mixed feed with existing imagery from past campaigns 04/ Increase brand awareness 05/ Encourage traffic towards the ‘resources’ section on our website TACTICS 01/ Organic content mixed with influencer content 02/ Paid advertisements to continue on Instagram, Facebook and Twitter
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Social- Phase 03/
AIMS 01/ Continue building organic social content 02/ Encourage followers to share and tag 03/ Filter in a more natural feed with existing campaign imagery 04/ Increase campaign awareness TACTICS 01/ Organic content mixed with influencer and consumer generated content 02/ Paid advertisements to continue on Instagram, Facebook and Twitter
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Phase 1:
Social Media The following pages offer visual insight of our key content. It is vital that all posts mention the campaigns hashtags, #luxuryfashionisnotinnocent, #whomademyluxuryhandbag and #whomademydesignerdress. During the first week of the campaign launch, there will be a total Instagram take over. The following weeks will need to include some ‘regular’ content from past campaigns and everyday progress we make.
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Phase 2:
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Phase 3:
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Example 1:
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Example 2:
Organic Copy All copy for organic posts will be the same across all social media channels. The tone of voice for organic copy is engaging, action-led and solution focused. All organic copy includes the use of ‘call-to-actions’, e.g take action and the campaign hashtags, #luxuryfashionisnotinnocent, #whomademydesignerdress, #whomademyluxuryhandbag. fash_rev #luxuryfashionisnotinnocent
fash_rev Luxury Fashion Lovers of Instagram, unite!
In order to make the fashion industry sustainable, we first need the top players of the fashion industry to lead the way. At present we have realised this is far from the case.
We loved seeing your responses to our #WhoMadeMyClothes campaign during last years #FashionRevolutionWeek.
We believe Fashion Revolution has the power to push the luxury fashion industry forwards to become a leader for sustainability. Take action: Paste the paragraph above into your own post using the hashtag #luxuryfashionisnotinnocent- visit the link in our bio to access the text
From our experts here at Fashion Revolution HQ we have noticed that the luxury fashion industry is facing fresh new criticisms regarding transparency in supply chains. Therefore this #Fashion Revolution Week, we ask you to take action and ask luxury brands and retailers #WhoMadeMyLuxuryHandbag and #WhoMadeMyDesignerDress? Share the hashtag #luxuryfashionisnotinnocent to spread the word.
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Instagram Stories
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Wireframe 1:
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Wireframe 2:
Example:
Organic & Paid Wireframes These wireframes are to be used as a base for inserting appropriate imagery and text for instagram stories. Both organic and paid posts will be in this format and the brand guidelines should be referred to for logo placement and general formatting. The campaign will also have designated reels on the highlights feature on Instagram. These include the campaign in action, community consumer and influencer content and updates for news on the campaign’s progress.
INSERT TEXT HERE
LOGO
LOGO
TEXT
#luxuryfashion isnot innocent
community features
updates
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ADs & SPONSORED POSTS
Wireframe 1:
These wireframes are to be used as the base for inserting appropriate imagery and/or text for Facebook and Instagram ads. The brand guidelines should be referred to for logo placement and general formatting. Paid adverts will be more direct in tone of voice than organic copy. This is because these adverts aim to direct the customers to our instagram page. All paid adverts will include a ‘call-to-action’ which is a swipe up link to both our Instagram and our website where they can find out more information and get involved.
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Wireframe 2:
LOGO
Example:
INSERT TEXT HERE LOGO
Wireframe 1:
Wireframe 2:
LOGO TEXT
BE CURIOUS. FIND OUT. DO SOMETHING.
fashionrevolution.org
Example:
LOGO
BE CURIOUS. FIND OUT. DO SOMETHING.
@fash_rev
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Influencers We encourage anyone to join our movement. There are many ways for anyone to get involved, both during Fashion Revolution Week and throughout the year to help build organic content. Here are our five chosen influencers that we will be collaborating with for this campaign. • • • • • •
@gemmastyles- 7.1M Sustainable fashion campaigner
@ethicalunicorn- 23.1K Sustainable Living & Social Justice
Females Gen Z & Gen Y Sustainable fashion advocates Campaigners and activists Fashion lovers Industry experts
have chosen a mixture of microinfluencers and mega- influencers as this will help change consumer behaviour towards the luxury fashion industry.
@sjdooley- 973K Luxury Fashion Lover, Sustainable fashion campaigner & Presenter
*We
@ethicallykate- 25.7K Sustainable fashion campaigner, TEDx speaker, Educator, Writer
@ginamartin- 96.7K Campaigner, writer
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Website Takeover These are examples of banners to be used for the homepage takeover of our website. These banners will sit at the top of the website homepage to act as the ‘linch-pin’ of the new campaign.
BE CURIOUS. FIND OUT. DO SOMETHING. #luxuryfashionisnotinnocent
The top banner will be used in the week before the campaign starts followed by the bottom banner being used for the actual campaign dates (Fashion Revolution Week). The brand guidelines should be referred to for logo placement and general formatting.
BE CURIOUS. FIND OUT. DO SOMETHIN G. fashionrevolution.org @fash_rev
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06/ OFFLINE ASSETS The following pages offer information on this campaign’s offline assets.
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Offline Assets Here are the offline assets that will be used in this campaign. Our offline assets will include billboards, posters, flyers, stickers and info-graphics. They shall be used consistently to become a large part of our brand assets. Postering will help to get the message out there. The use of imagery in this way will also help to build awareness and increase engagement with those outside of the existing Fashion Revolution community. For the first time we will also be paying for digital adverts to be displayed in public. These will be located in 3 key cities across the UK, e.g. London, Manchester and Bath. They will also be strategically located in proximity to luxury shopping locations to allow propensity for the “right” shopper to see the campaign and feel guilty!
Billboards, e.g. in tube stations at Bond Street and Oxford Circus
Digital Posters, e.g. Bus Stop outside Selfridge’s & Westfield
Information Packs on how to get involved ex: Given to press & influencers
Posters, e.g. Around key cities across the UK
Stickers, ex: Anywhere & Everywhere!!
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Press release Please find the campaign’s press release attached here. The press release will be sent to: • Vogue • Elle • Harper’s Bazaar • Refinery 29 • The Business of Fashion • Sunday Times Style • Finical Times- Luxx • The Telegraphs- Stella • Cosmopolitan • Grazia Magazine • Diet Prada For all global press enquiries or interviews please contact; press@fashionrevolution.org
#LUXURYFASHIONISNOTINNOCENT CAMPAIGN: CALLING FOR A MORE SUSTAINABLE INDUSTRY Press Release 2021 During Fashion Revolution Week 2022 (19th-25th April), Fashion Revolution is launching a public campaign calling for greater transparency within the luxury fashion industry. This is because the question still remains: if the luxury fashion industry can pave the way as a leader for sustainable fashion then why hasn’t it done so already? Ask major luxury fashion brands #WhoMadeMyLuxuryHandbag, #WhoMadeMyDesignerDress? Fashion Revolution will be encouraging consumers to call upon more than 60 major luxury brands and retailers to publicly disclose the processing facilities and textile mills in their global supply chains. Consumers can get involved in the campaign in the following ways: • Email brands directly using our online template asking for greater transparency beyond the first tier of their supply chains. • Tag brands across all social media channels to ask #WhoMadeMyLuxuryHandbag and #WhoMadeMyDesignerDress to call for deeper supply chain transparency. • Share the hashtag #luxuryfashionisnotinnocent to find out, do something and be curious about the luxury fashion industry’s hidden secrets. • Leave a review on the brand’s product pages. Brands are sensitive to customer reviews, so this can be a powerful way to get their attention. Why does transparency in the luxury fashion industry matter? In order to make the fashion industry sustainable, we first need the top players of the fashion industry to lead the way. At present we have realised this is far from the case. We believe Fashion Revolution has the power to push the luxury fashion industry forwards to become a leader for sustainability.
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Podcast Series In this campaign we will be featuring a series of podcasts with industry experts, luxury fashion brands and press covering the luxury fashion industry’s most pressing issues. Here is a primary list of who we will be speaking with as part of our interview series; • The Business of Fashion • FarFetch • Matches Fashion • Positive Luxury • Ellen MacArthur • Stella McCartney • Vivienne Westwood • Marie-Claire Daveu This will launch one week before Fashion Revolution Week and commence until the week is over.
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Information Pack Get Involved Pack: Citizens We’ve created a simple digital guide with actions and ideas for citizens wanting to get involved and take action. The digital guide will be sent out to PR partners and influencers, e.g editors, interviewees and influence platforms like Diet Prada. The guide will also be available to anyone interested through a QR code that is found on all offline assets. The digital guide includes in-depth research, facts and supporting studies on the importance of the campaign and how anyone can easily get involved. The text is supported by visuals, so it is easy to read. It has also been translated into Spanish, French, German and Italian.
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An unsustainable piece of clothing or jewel is, in the end, anything but flawless. As we all wake up to that reality, the luxury companies have no choice but to act.” - ANDREW WINSTON -
#luxuryfashionisnotinnocent
