Designer in NYC
Selected Works
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STEALING THEIR STYLE
Brand Campaign - 2024
BRAND
Depop
ROLE
Art Direction, Design
TEAM
Calvin Ryan (Copywriter)
SPECIAL THANKS
Brent Bobo (Mentor)
Kevin Brady (Instructor)
Jayda Hill (Class Mom)
D5in10 Class of ‘24
Final project for Droga5’s D5in10.
PROBLEM
Fashion waste is driven heavily by the predatory practices of major fast fashion retailers. These include stealing ideas and exploiting cheap labor resulting in cheap and overproduced clothing, eventually turning into massive amounts of clothing waste, sent off to rot in the Global South.
INSIGHT
Consumers in the Global North can’t physically see or feel the ramifications of fast fashion waste, making the issue out of sight, and out of mind.
IDEA
To get more eyes on fast fashion’s waste, Depop will launch a war against fast fashion across physical and digital spaces, all the whilst using fast fashion’s own playbook of “stealing”.
STEALING THEIR SPACES - A JOINABLE MOVEMENT
Many fast fashion consumers don’t know the true cost of the clothes past the decievingly affordable price tag. To showcase the true cost of the clothes, Depop will steal the spaces on fast fashion’s price tags, tagging them with stickers that depict the true cost. These stickers will also be given out to people willing to join the fight against fast fashion -- allowing them to tag their local fast fashion store and spread the word.
STEALING THEIR SITES - A DIGITAL ACTIVATION
Now that we’ve got them distracted at their physical spaces, we’ll get them in the digital world. A parody site of a major fast fashion retailer will go up..except every product link redirects to live streams of clothing landfills across the world. Viewers will also be provided with alternative purchasing options available on the Depop platform.
Site visitors will also be able to access
“The Truth” page -- a manifesto explaining Depop’s fight against fast fashion, offering them a chance to join the fight and recieve the sticker pack to do so.
Depop will also hijack fast fashion’s SEO, paying for sponsored parody ads to appear when specific keywords are searched on Google.
STEALING THEIR SCRAPS - A PHYSICAL ACTIVATION
It’s been made clear that fast fashion likes to throw out their unsold and defected clothes. So we’ll “steal” their scraps, buying mitumbas (bales of used clothing) off of wholesalers in Kenya and Tanzania – intercepting them before they have a chance to be dumped in a landfill. We’ll then stock the unusable clothing in faux fast fashion stores across major fashion hubs, allowing shoppers to truly visualize and experience the cost of their purchases.