Sew to Speak is a mock campaign created to combat the fast fashion movement in an easy and accessible way. The focus for this project surrounded successful research practices and strategizing seeking to answer the question, "How can I get women aged 18-24 to care about and act on the issue of fast fashion in a way that will resonate with them?"
Based on interviews with these women and with industry experts, I learned a few things that guided my creative and strategic process:
- Many young people use bit sized YouTube as their main source of entertainment.
- Young people are more likely to act if the tools are neatly collected for them and easy to access.
- Those seeking to change their unethical fashion habits often "bite off more than they can chew" without realizing there are already simple ways to make changes.
- Students being withheld basic home economic classes can cause blind dependencies on big retailers.
This carefully curated system of deliverables includes posters, a lighthearted YouTube channel showcasing a young person learning a sewing skill, a tutorial guide to go along with a branded sewing kit offered for free, and an embroidered patch for users to extend the movement's reach.
Art Direction: Erin O'Neill
Design: Erin O'Neill
