Endure: Design Development

Poster / Advertisement Design

Collecting shocking and facts about the environmental and social impacts of fast fashion to shock audiences through poster advertisement campaign for the brand. 

1. 80 billion pieces of clothing are consumed globally every year.

2. The volume of water consumed by apparel production each year is currently the equivalent to 32 million Olympic swimming pools.

3. One-in-six people work in the global fashion industry.

4. The US spend an estimated $2.6 billion on Halloween costumes every year: worn for one night only. Try homemade approaches?

5. Two thirds of all fibres used to make our clothing are cotton based. Cotton uses a vast amount of water to grow, placing substantial strain on the environment.

6. 250,000 Indian cotton farmers have killed themselves in the last 15 years due to the stress of debt they accumulated through buying genetically modified cotton seeds to keep up with demand.

7. Approximately 7,000 litres of water are needed to produce one pair of jeans (the amount of water one individual drinks in 5-6 years).

8. The wages of workers in garment factories can be as low as US$1-$3 a day.

9. Using the toilet during a 10 hour shift in a garment factory can cause major uproar from managers.

10. Fast fashion brands put out new collections every week or month to make it seem like your wardrobe is all off trend. This is the reason you sit and stare at your full wardrobe thinking you have nothing to wear.

11. Only 10% of the clothes people donate to thrift stores or charities get sold, the rest goes to landfill.

12. Compared to 16 years ago (2002), the average person buys 60% more clothing and keeps them for half as long.

13. A top corporate CEO earns as much in a year as 10,000 garment workers earn in Bangladesh.

14. Women wear a garment, on average, 7 times before throwing it away

15. Clothes made from polyester can take up to 200 years to break down

16. Farmers close to garment factories can predict the colour of a season by seeing the colour of the water ways and rivers nearby.

Gathering Imagery:
The design used a model to wear second hand clothing that seemed as new and fresh as high-street brands. The idea was to capture an everyday young woman 



The design wanted to show the dark side of fast fashion whilst also implying that it is not necessary to only buy ethically sourced and expensive material clothing, but that by buying second hand / up-cycled clothing one can still make a positive change and contribution to environmental developments. This is encompassed into the slogan 'Reuse, Rethink, Endure'.

Poster Design
In-keeping with the brand, Futura was used for the body of text with uppercase lettering and wide kerning of +50 to make the statements bold and impactful. 
The colour was swatched from the clothing itself but also remained consistently a dull pastel shade to keep coherency amongst the poster series.
The main logo was subtracted from the images themselves to reduct ink printing waste yet still maintain an elegant and contemporary logotype. 

Outcomes:

In Context:
The design would be advertised at bus stops, tube stations, billboards, and so on. The simple brand is neutral in design, clean and current. Its simplicity allows it to be considerable malleable with the progression of the brand.