The textile’s industry is continuing down a destructive path by affecting societies, cultures, the planet, and the mental health. To come to this conclusion, I set out to answer questions like what marketing strategies do companies use to create a ‘sustainable image’? What tactics do they use to drive consumerism? How can people go about their shopping in a more eco-friendly manner? Through the journey of my research, I found my focus being directed towards the concept of what the western media hides from us about what the true extent our shopping habits have on the world.
To display this concept, I created an interactive display of items with one side including a tactile and texture print using lino ink of denim jeans and a bodysuit and a cotton top. The opposing side was one of the three most interesting and exposing areas I had researched shaped into the form of an item of clothing. To make it interactive, each page is folded like it would be in a store. Alongside this, I created 3 labels for H&M, Zara, and Primark following their brand identity and formatting on their labels. On the flip side, I copied the language they use on their sites about sustainability to expose the generic and vague language they use to provide consumers with pledges and promises.
The purpose of this display and interaction is to try and make the audience feel a connection to what they wear and what the text says, as almost all that we buy is sourced from unsustainable brands that exercise an ignorance towards the damage they cause.
