Sustainable and The City

BRIEF:

Fast fashion depends on mass-producing high-fashion designs at low cost. Although highly profitable, it is extremely unethical. Whether it be fashion trends passing, or the quality of the garments depleting, an estimated 235 million items of clothing end up in UK landfill sites each year.

In this case, the agency has drafted a report to develop a fresh campaign that does not serve a singular business. Rather, the client will develop meaningful connections with ethical brands to host a national sustainable fashion movement surfacing on social media then appearing as an event at London Fashion Week.

CAMPAIGN GOAL:

The main goal of the campaign is to publicize Green Shopper through a meaningful campaign that communicates the values of the charity and popularises sustainable fashion within British culture.
There are many ways to go about this, but our primary method will be collaborating with upcoming sustainable brands. To achieve this, Green Shopper’s Instagram will be reinvented and directed at promoting upcoming sustainable brands through the campaign, ‘Sustainable and the City’. A loose play on words from the fashion cult classic tv show, ‘sex and the city’ which is currently generating renewed media attention from its reboot.

The communications team will also reach out to fashion editorials and mainstream media to gain feature articles which promote the dangers of fast fashion, the importance of sustainability, and then turning to aesthetics to promote ethical urban fashion labels that remain relatively unknown. The promoted brands must embrace the aesthetics of London influencers who are currently amassing capital online and driving the success of the UK’s most sustainable brand, HoS.

By building mutually beneficial relationships with upcoming fashion labels, Green Shopper will then host an event at London Fashion Week 2022. This generates the client publicity. But equally, allows smaller sustainable brands to collaborate on the catwalk increasing their budgets.
Influencers will be asked to module and invitations will be sent out to public figures who would like to be captured advocated environmentalism. The outcome will make sustainability become equally stylish as the cause is scientific Green Shopper will also be regarded a pioneer of sustainable fashion in British culture.

Please review the attatched PDF for more, thank you.