Louise Rutter

Contact:
louise.rutter98@gmail.com
University/School:
Staffordshire University
Location:
Stoke-on-Trent
Specialism:
Art DirectionAward NomineeDigital MediaMarketingStylingSustainabilty
About Me

Hi, I’m Louise, a stylist, creative director, and marketer.

My focus of the project is on the impacts of the fashion industry on the environment and how we, as humans, interact with it. Using the application Depop as a basis for my project, due to its promotion of circular fashion and goals for a sustainable future, I created an ad campaign that incorporates charities in the form of a collaboration.

The message of my work is that fashion although beautiful, creates destruction and devastation in ways we may have never considered could be related to the industry. I aim for people to see my work and have an emotional reaction; in the hopes it will alter their view of fashion in favour of sustainability. Our current relationship with fashion cannot be sustained and is in need of reform in order to protect the planet and the industry. The message of this project is put to the audience through two different ad campaigns in the form of video adverts and images.

INSPIRATION

The concept was inspired by my growing interest in sustainable fashion, and climate change.

As time is increasingly becoming shorter to save the planet, I have begun to incorporate more sustainable practices into my everyday life. I wanted to bring this into my work, creating engaging work for people to enjoy as well as generating questions. The enormous growth of fast fashion, along with willing consumers who are unaware of the direct impacts their purchases make, inspired me to create a visual ad campaign to inform them, as they have a right to make informed decisions.

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MY WORK

PORTFOLIOS

DETAIL

To reduce consumption during filming, I used items I already own and borrowed from others.

When creating the set of both ad campaign videos, I used props that I already had at home or borrowed from others. Garments used were the models’ own clothes, as my ethos of sustainability and my personal morals, meant that I wanted to avoid purchasing items to be worn once. The concept of the adverts highlights the impacts fashion on the environment in a way consumers may not have been aware of. The aim of my project is to bring these issues to the public's attention in a way they can understand and relate to.

“The best way to make a contribution in fashion is to promote the idea that a fundamental interest in preserving the environment is itself fashionable.” – Giorgio Armani
Art DirectionAward NomineeDigital MediaMarketingStylingSustainabilty
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