I am inspired within my work to make a change as I am excited about the future of fashion, particularly in streetwear and luxury. I would like to play a part in shaping a fashion industry that allows the earth to breathe whilst still nurturing individualistic style and expression, focusing on this through my styling and art direction.
My message is to make a difference whilst also being realistic, as I have found that there is often a dichotomy around tackling issues, particularly when looking at ethicality and sustainability, not only in fashion but in society as a whole. There are often only strict good and bad solutions outlined, however, I would like to focus on many people taking small, manageable steps rather than a select few taking big strides. This is the focus throughout my final project, on making ethical streetwear simple and accessible.
Whilst undertaking a placement year working in the streetwear industry, I quickly became aware of the fast pace, my love of the market, and how frequently ‘drops’ take place. I also felt that I experienced the limitations customers who want a more ethical streetwear experience face. I felt passionate about filling this void, and through exposure to more streetwear customers than ever, found that many people were willing to learn about how their fashion affects the earth and to see the market evolve.
This inspiration was paired with innovation from the world around me, that although is not perfect, feels to be moving towards more sustainable practices. As I feel passionate about streetwear and the freedom and community it offers people, I want to play a part in pushing the industry forward to adapt to changing consumer expectations. This is why I have created an ethical streetwear platform that rather than excluding, embraces brands that already exist and offers advice and inspiration to customers.
This community is visualised within the images displayed that I styled and art directed. These feature a variety of different approaches to ethical streetwear, such as second-hand pieces, products bought through re-sell and small and large streetwear brands, to highlight the accessibility of streetwear whilst also being kinder to the planet. This editorial features styling of trends in streetwear but through a more ethical lens to still appeal to consumers wants. The natural location highlights the interactions between humans and nature to ensure a sense of calm throughout this work to build upon storytelling through visuals. The community platform also features a physical publication to purchase, of which the teaser video is displayed, which features exclusive imagery and user-generated content. This publication sits alongside an interactive platform featuring a forum, a brand directory and articles to allow users to learn from the platform and each other along their ethical streetwear journey.