For some research closer to home and into an example of a campaign on a similar level of professionalism I noticed these posters and flyers around uni. Available in a4 and a5 size and laminated these designs are clearly trying to channel the now generally taboo topic of smoking via an appropriated layout from the front of a pack of straights. I suppose the rationale is that shopping should be considered on a similarly detrimental level perhaps both to personal health and that of the planet. However, it is not clear from this outcome as to whether the advertised 'Ten by Ten Challenge' is clothing specific due to the general statement of 'shopping kills' and the image of a child swimming in a sea of rubbish, the only slight indication of a fashion context is the link the LAU fashion on Insta. I think in general this campaign is a little weak but I presume it was just a quick brief that didn't have much consideration and the general message is a fairly strong one, it's just a shame that it lacks a bit of finesse and clarity.
Manually going to the general LAU fashion branding page and scrolling down to find the relevant posts is a bit clunky but once I did this there was the below image flanked by two of the posters seen above, with links to Ten By Ten on each post's description.
The 10x10 challenge is orchestrated by a website called stylebee.ca where a large body of information can be found.
https://www.stylebee.ca/10-x-10-challenge/
WHAT IS THE CHALLENGE?
The 10 x 10 Style Challenge™ is an exercise I established in 2015 to help encourage myself to get more creative with my clothes during a 30 Day Shopping Fast. The concept is essentially a mini capsule closet of 10 items that you work with for 10 days, creating new looks and styling your clothes in ways you might not otherwise try.
HOW DOES IT WORK?
1 | PICK ANY 10 ITEMS FROM YOUR CURRENT CLOSET
2 | STYLE THOSE ITEMS INTO 10 DIFFERENT LOOKS
3 | USE ANY 10 DAYS TO DO IT
4 | HAVE FUN & DON’T TAKE IT TOO SERIOUSLY!
WHO IS THE CHALLENGE FOR?
Anyone looking to:
- Take a break from shopping.
- Reinvest in their existing closet.
- Test their style creativity.
- Make their closet work harder.
- Find a better sense of personal style.
- Test out a capsule closet.
- Establish a couple of go-to uniforms.
- Pack for a trip. Welcome to the carry-on life!
I think the general ethic behind the 10x10 challenge is brilliant and exactly along a track of thinking that I would like to employ. The idea that to increase sustainability we need not to make production work environmentally conscious but instead change our attitudes towards clothing and minimise our consumption is a very positive moral. The reality is with the sheer amount of material we have on earth, if we stopped production entirely tomorrow we would still have enough to cloth the world over for years to come. The site goes on to show an example of the type of wardrobe you might use to attempt the challenge and examples of outfits that could be worn over the days, promoting versatility. I think the target market of Simply Bee makes this article particularly interesting as it is aimed at people with quite kitsch, minimalist tastes who I would consider very likely to buy new clothing due to the ultra clean nature of their individual tastes, this makes the challenge even more so important. Maybe I could aim the project at fast fashion buyers themselves who over consume low-value goods, however, the idea of selling second-hand clothing as a concept to this particular market seems a tricky task to pitch
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