BEHIND FAST FASHION

The fashion industry plays an irreplaceable role in our lives. But the rapid growth of the fast fashion industry, with its low cost and mass-producing, poses a huge challenge to the environment we rely upon. The environmental pollution caused by the fast fashion industry is often too vague and complex to be understood by ordinary consumers. Over time, because lack of a meaningful way to gain further insights, the public tends to ignore and disregard the fashion industry’s pollution and waste issues. In other words, one cannot solve a problem without understanding it first. Therefore, this project’s primary goal is to create a readily understandable deliverable composed of explanations regarding fast fashion pollution issues. As the main audience will be young fashion lovers, this project will mainly address these issues through intuitive and impactful graphic design and provocative text. The audience will find the graphics relatable as they were extracted from and processed based on realistic pictures depicting environmental pollution scenarios the readers encounter in their daily life. The graphics are inspired and influenced by data analysis of the fashion industry, images of climate change’s actual effect, and surveys of existing fast fashion projects. The project uses a design approach combining graphic coding programming and semiotics. After continuously improving and refining images and text, the magazine, Behind Fast Fashion, was born in the hope it will shed some light for consumers on the fashion pollution issue and guide them to make better shopping choices.