Question and research presentation for studio brief 2

Over the past couple of weeks, I have been conducting research into a range of ecological issues and their currently existing visual languages. I have refined my research down to the general topic of fast fashion. My interest in the topic comes from my knowledge of second-hand high-end fashion through online platforms such as eBay and charity shops. I aim to answer questions such as can fast fashion ever be sustainable? and attempt to remove part of the stigma around second-hand clothing by employing the same trend copying tactics used by high street fashion chains. Our over-consumption of textiles is a major pollutant but a shift in how we deal with second-hand clothing could help to halt overproduction and revolutionise the way we deal with waste via upcycling.

For today I had to produce a 5-minute presentation documenting my issue and the research conducted so far, starting with a definition of the term: 

I added an infographic depiction of the sheer numbers involved behind the issue in an attempt to convey the scale of the problem and grab audience attention.  

The presentation then progressed into the social implications of fast fashion. I felt a focus on both local and abroad industry and a view towards more of the social side away from the environmental implications gave a fairly well rounded yet under-explored angle. I have previously featured an article on oniomania that struck me as an interesting topic due to its relevance to my demographic and the growing discussion around mental health. This area needs to be explored further and awareness raised through effective graphic communication.    

This was an interesting revelation due to the findings that charity shops are not as effective as I might have previously perceived. Although promoting shopping from charity shops would still begin to eradicate part of the problem as they only send clothing abroad due to supply outstripping demand. It's hard to know whether to battle the consumerist system that tells people to buy the clothing or to work on maximising the sustainability of the materials or production process. Ultimately it does come down to our over-consumption and lack of consideration for the consequences of waste. 

This was a really shocking case study, again angled towards the humanitarian impact of fast fashion although through agriculture. It is a conspiracy to link the BT cotton and cancer treatments but the evidence is definitely there. This is also an undercovered and very slightly niche perspective on the negatives of the industry as I think we consider cotton to be all natural and therefore better for the environment but the reality is it causes widespread ecological and social issues.  

Greenpeace has raised the issue of fast fashion through multiple applications of graphic communication. Their action is primarily through large protests that gain media attention and bring issues to the public via shock. This method of frontline activism is effective however, I feel a more accessible and subtle medium could be interesting to pursue.  

In terms of typography and graphic communication, the common medium amongst protesters seems to be big banners, often hand painted. 
The Green Carpet Challenge® (GCC) is our world-renowned sustainability initiative that creates a compelling and press-worthy narrative to amplify a brand’s environmental principles.

The GCC is a sophisticated initiative that pairs glamour with ethics, serving to raise the profile of a brand on red carpets around the world, putting sustainability in the spotlight underpinned by digital disruption. The GCC was launched in 2010, when Livia walked the awards season red carpet in sustainable gowns. “I wanted to use the fact that I was going to be walking those red carpets next to Colin to campaign about environmental and social justice issues through my gown,” Livia says. Since then, the GCC has grown exponentially to include world famous designers and celebrities, all united in highlighting sustainable fashion and methods.  
https://eco-age.com/news/green-carpet-challenge

This side of the crossover between fast fashion and the glamour of the catwalk is a key area to exploit within my project. High fashion looks to the masses is the principle that most fast fashion outlets run on so producing a guide on the production of high fashion looks using upcycled clothing could, in theory, eradicate part of the need for fast fashion.

Having gathered this body of primarily second-hand research the aim now is to build on this contextual understanding by adding some first-hand references and a larger number of sources.