TRENDY TRAUMA
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TRENDY TRAUMA THANDIWE TEMBO GRAPHIC DESIGN 2 MARGARITA BARRIOS PONCE
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TABLE OF CONTENTS
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THE CAMPAIGN
17 BRANDING ELEMENTS 29 TRENDY TRAUMA
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THE CAMPAIGN
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WHAT IS FAST FASHION?
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Fast fashion is defined by Merriam-Webster as an approach to the design, creation, and marketing of clothing fashions that emphasizes making fashion trends quickly and cheaply available to consumers
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WHAT’S THE ISSUE WITH FAST FASHION?
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The quick turn-around and drive to make a profit in the industry result in the clothes being highly processed with harmful chemicals, factory workers work in bad conditions for long hours and low wages, and clothes are carelessly discarded, thrown in landfills where they cant decompose or given to developing countries which harms their local textiles economies.
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WHO INFLUENCES ON FAST FASHION?
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Consumers of fast fashion brands fuel these companies. By shopping frequently and in excess and throwing away or mindlessly donating unwanted clothes without much care or knowledge of how these clothes got to the store or where they go after, they drive the constant cycle of fast fashion clothes production that effects their environment, others economies, and human rights.
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WHAT ARE SOME FACTS OF FAST FASHION?
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More than 60% of fabric fibers are now synthetics, derived from fossil fuels, so if and when our clothing ends up in a landfill (about 85% of textile waste in the United States goes to landfills or is incinerated), it will not decay. In charity shops, like the Salvation Army or Goodwill, only 10% of that surplus clothing is resold locally. A lot is sold to developing countries where imports of secondhand clothing were responsible for roughly 40% of the decline in regional clothing manufacturing and 50% of the drop-off in employment between 1981 and 2000 in countries like Kenya. There are roughly 40 million garment workers in the world today and they are some of the lowest paid workers in the world with roughly 85% of all garment workers being women.
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THE FIGHT AGAINST FAST FASHION.
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Trendy Trauma’s goal is to raise awareness on the impact fast fashion brands and consumers have on the human rights, environmental and economic state of the world but more specifically developing nations.
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BRANDING ELEMENTS
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NAME & LOGO
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The name Trendy Trauma plays on the idea of fashion, trends and the trauma or hurt the industry and bring. The price tag relates to the shopping and excessive consumerism in fashion where the flame symbolizes the hurt and trauma of the industry.
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TYPEFACE & COLOR PALLET
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The color pallet of the book has a color that relates to each aspect of the industry’s influence, green for environmental, pink for human rights and blue for economic. The dark gray serves as a base color and clean pallet for the other colors to exist with and the light blue served as a highlight or accent color against the dark gray to emphasize information and elements of the campaign. Gotham Regular was chosen because of its modern look, as the campaign relates to modern fashion and trends, and for its strong thick lines which provides and emphasis in the title and information.
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TRENDY TRAUMA
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GOTHAM REGULAR
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PHOTOGRAPHY
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The photographs in this book at from real stores, factories, and landfills that are fast fashion or are connected to the fast fashion industry. The side by side placement of the pictures emphasizes the connection the two images has and forces a comparison of both sides of issue and industry. Structuring the images this way present the juxtaposition of what consumers see and what they don’t.
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TRENDY TRAUMA
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PUBLIC MESSAGING
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Each public messaging aspect of the campaign focuses on a certain element of the industries impact, highlighting the contrast between what the consumer sees and generally doesn’t see or know. It compares the two real images and poses the question to the viewer as to if “this is what fast fashion really is?”. The various public placements are used to raise awareness to general public and those who my shop at or know of fast fashion brands.
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INFOGRAPHICS
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The 4 infographics provide more information on the various aspects of society that the fast fashion industry impacts. Three of the four infographics provide facts relating to either the environmental, economic or human rights impact of fast fashion where the last infographic shows the life span of a fast fashion item from possible start to finish. The infographics are made to provide more incite and information about the industry and its impact.
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INFORMATIONAL ANIMATION
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WHAT IS FAST FASHION is a short animated visual highlighting the impacts fast fashion has on various aspects of society. It introduces the viewer to what fast fashion is and goes though some specific economic, human rights, and environmental impacts the industry has, reiterating and elaborating on some of the statistics present in the inforgraphics.
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