Real Cost of Cheap Fashion
Client: Fashion Institute of Technology
Design Challenge: Sponsored by FIT, Real Cost of Cheap Fashion is an anti- cheap fashion awareness campaign that’s carried out during Fashion Week in New York City. The objective is to expose the harm of cheap fashion to the public, especially the consumers.
Design Solutions: The series of posters personifies cheap fashion as negative characters made out of clothes from targeted brands. Guerrilla campaign catches consumers on spot by surprise, shocks them with facts and leads them to the campaign website.
Notes from child labors are put into pockets of clothes in cheap fashion stores. Consumers discover the notes when they wear the clothes and get directed to the website.
Cards with alarm tags are placed into pockets of clothes with copied designs. Consumers who bought the items set off the alarm when leaving the shop, then find the card and get directed to the website.