Fast-fashion has triggered an epidemic of overconsumption of clothes that puts a heavy burden on Earth’s natural resources and environment.
INSIGHTS - Shopping offers self-gratification and clothes provides self-validation. Shopping for clothes is a quick fix for people to take back control of their high-paced stressful lives.
SOLUTION - Redefine Fashion FELMO, The True Fashion a movement that redefines fashion with the message that “You are more than what you wear.”; building a community that refuses to be defined or enslaved by clothes and one that strives for more than a temporary fix to take back control of their high-paced stressful lives. The campaign microsite allows users to pledge and be given a loyalty card, where they can enjoy various discounts and promotions from the supporting partners - to which encourage our target audience to drift their spendings away from clothes but to experiences instead. All of which, educates and empowers the audience to shop less and feel more.
School Project by Mavis Lok, Zaki Juhari and Ody Tay 2016