The fashion industry is the world’s second biggest polluting industry after fossil fuel, emitting more carbon than international flights and maritime shipping combined. The brief, as set by Do the Green Thing, was to change a culture where fashion is so iconic and aspirational, but still ethical and sustainable. 

The challenge was to develop a response that not only raised awareness on the polluting effects of the fashion industry but also drove change. “Less F*cking Waste” is a digital campaign that uses London Fashion Week, a trendsetting event in the fashion industry, to raise awareness and provide a global platform solely to designers and brands working towards a sustainable and ethical future. The event aims to set an example and create a vision for an acheivable future, creating a ripple effect throughout the fashion industry.

To reduce waste, digital out-of-home advertising and social media advertisements are the key means of promoting the event.

London Fashion Week currently does “LFW Takeovers” on its Instagram where designers takeover the social media account and share their first-hand experience of the event through their Instagram stories.

By repurposing this activity for the campaign, online influencers in the sustainable and ethical fashion community can takeover the account and share tips on how to repair or upcycle clothes. This provides smaller fashion activists and influencers striving towards a sustainable fashion future a global platform to spread their message.

During fashion shows, lookbooks are usually printed to showcase the latest collections that will be presented at the show. In order to reduce waste, I decided to turn the lookbook digital. This also improves accessibility to the lookbook as it can be accessed online.

When creating the website, I took the principle concept of “Less Fashion Waste”/ “Less F*cking Waste” into consideration and created a clear and minimal campaign site.
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The website utilizes the primary blue and green colours found in the logo. It also uses the secondary blue and pink tones from the digital glitch effect. The website is horizontal-scrolling to subtly imitate the horizontal glitch effect in the logo as you progress the page.

As images used in lookbooks are often high resolution and may difficult to access on phone, I created a mobile app version of the lookbook where users can easily look and search through collections as well as details for when the event will take place.