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Hello world its Vienna!
Let me introduce myself......
I am a lover of all things bright and colourful, so when it comes to fashion you know i've got it down packed!

Gen Z, we love to shop! but only recently have we started to acknowledge the significant and detrimental impacts that the fashion industry has on the environment.
My inspiration behind this campaign is to educate Gen Z on the harmful environmental impact fast fashion has. Whilst encouraging eco conscious choices and promoting new and fun ways to up-cycle a worn wardrobe.

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In the process of creating a colour palette suitable for my design I was considering what colours i associate with the word vintage and I was instantly drawn to yellow/brown tones. Yellow in colour psychology resonates with optimism, happiness, warmth and joy, which are feelings i want to evoke within my promotional video as i want my target audience to feel optimistic about the chosen topic. These earthy and mustard tones of yellows and browns tones also represent the 70's era as this is the era people started spreading awareness about climate and sustainability through the hippie movement.

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This Font took a more subtle approach to the vintage/retro tone and look i was aiming for. but i love the funky and unique style which is why i chose it as an option/ style guide

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This Font style was my second option as i loved the 70's vintage look but i thought it was too extreme and would take away from the visual style of the video instead of add to it

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I love this Font as it captures the general vintage and funky tone I want to encapsulate. I love the 70's style which is why i ended up choosing this font as i think it will work well with the vintage/second hand fashion idea

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I want to explore the themes and emotions of urgency to take action for our environment and empathy towards the environment.

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This advertisement captures a handful of outfits sourced sustainably to show sustainable fashion is trendy and creative

The film starts with a montage of a group of friends having fun.
striving to make the fashion industry a better and more environmentally place, teaching you how to have fun with your clothes, using your wardrobe as a canvas. - flashed on screen.

they then walk out of the her room dressed in funky clothes (all sourced second hand or vintage) This scene should be as colourful as possible using vintage props such as old phones, polaroid cameras, etc. to convey something old being used in a stylish manner.
they both walk off screen and the slogan flashes in a vintage font "sustainability looks good on you!"

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Injustice, mistreatment and low wages are the reality for workers in the global fashion industry. The production of clothing and shoes are having a detrimental impact of small local communities and their quality of living.

What is ethical fashion?
Ethical fashion is a term used to ways us as consumers can shop being mindful and respectful of the workers and environment.

Worker exploitation and poverty

"The fashion industry benefits from low wages in countries where poverty levels are high. The less they pay the workers, the higher their profits. with only 13 percent of companies committed to working towards living wages, there is far more companies must do to help end extreme poverty" (Baptist world aid, 2023).

Baptist World Aid 2023 What is Ethical Fashion?, Baptist World aid, 3 April 2023, <https://baptistworldaid.org.au/ethical-fashion/>.

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Baptist World Aid 2023 What is Ethical Fashion?, Baptist World aid, 3 April 2023, <https://baptistworldaid.org.au/ethical-fashion/>.

This source was helpful in my researching process as it allowed me to develop an understanding of the unethical productions within the fast fashion industry. although I am focusing on the environmental impact within my campaign it was useful to gain knowledge within how the industry effects those in poverty

CleanUp Australia, 2023, CleanUp Australia, ACNC charity, viewed 3 April 2023, <https://www.cleanup.org.au/>.

This source was extremely helpful in educating me on the various ways our society can make a sustainable change within the fashion industry. This was helpful as I want my campaign to educate others on how to make a impact through their own eco conscious choices

Zander, H, 'about me', blog post, Hannah Ruth Zander, n.d, viewed 31 March 2023, <https://www.hannahruthzander.com/about>.

This source inspired and educated me on my researching process, the author and creator of the website, Hannah Ruth was one of my greatest inspirations to researching my topic in the first place as she taught me that sustainability within the fashion world can be stylish and creative. an email was sent out to her to gain more insight into her personal world and wardrobe but she unfortunately didn't respond.

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Clean Up Australia inspires and works with communities to clean up, fix up and conserve our environment. We know Australia's waste challenges can't be solved in one day - we need to change our attitudes and behaviour when it comes to waste. How will you Step Up?

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What is fast fashion?
- Fast fashion is the easy, cheap, rapidly produced and marketed clothing that keep up with global trends
- High and fast turn over in fashion trends mean we buy and throw out more than ever before

What is the problem with fast fashion?

"the average person buys 60% more clothing and keeps them for about half as long as 15 years ago" (Clean Up, 2023)

the fashion industry is one of the top contributors to to excessive CO2 emissions. To contribute to a conscious wardrobe you should
1. reduce, reuse, and recycle materials
2. think before you buy, do you really need it?
3. shop second hand
4. invest in staple items that are high quality, by doing so you are purchasing an item that will last and will make wear out of the value.
5. Educate yourself - purchase from sustainable labels and businesses.
5. up-cycle your clothes - not only a fun and handy activity but turning something old into something new can result in decreasing material and fabric wastage.

CleanUp Australia, 2023, CleanUp Australia, ACNC charity, viewed 3 April 2023, <https://www.cleanup.org.au/>.

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Inspiration and Research: Hannah Ruth Zander

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Inspiration and Research: Hannah Ruth Zander

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The content creator Hannah Ruth Zander heavily inspired me in journey of understanding and putting into practice sustainable fashion alternatives. Hannah is a freelance stylist, vintage enthusiast and social media creator (Zander, 2023). Based in Salt Lake City, Utah, She advocates  sustainability, inclusivity and authenticity within the fashion industry.
She influenced my ideation process as she has such a distinct and versatile wardrobe, helping me to understand that you can be stylish and also environmentally conscious with clothing. This is a message i want to promote within my chosen target audience

Zander, H, 'about me', blog post, Hannah Ruth Zander, n.d, viewed 31 March 2023, <https://www.hannahruthzander.com/about>.

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White Hat: Facts
For my promotional video I will have to undergo research on the effects that unsustainable fashion has on the economy not only environmentally but economically.  Although I am focusing on the sustainable aspect i will still need to be educated on the effects economically.

Blue Hat: Process
The result at the end of the promotional video is to encourage people to shop sustainably through showing them that fashion can be sustainable and trendy by also giving them a resource to follow to get this information from.

Red Hat: Feelings
This is a topic i have been interested in since i was younger as i am a environmental activist and i am also a lover of fashion and vintage clothing. I noticed that many organisations preach on whats bad about fast fashion but there are not may recourses that provide Gen Z with the right materials to educate them on how to ethically shop with a sustainable mindset

Yellow Hat: Benefits
The benefits i am hoping for from the promotional video is to encourage the younger generation to be creative with the way they dress in a sustainable manner. Through providing them with the resources to learn how to shop eco friendly i am hoping this can cause a domino affect and they will encourage all different age groups

Black hat: Cautions
Some challenges I may face in the process of my promotional website/video is navigating ways to address the issues with fast fashion in a sensitive and appropriate way.

Green hat:
Addressing the problems with unsustainable fashion and providing new and positive ways to approach this issue and contribute to a eco friendly society.

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Attention:
- quick and snappy flashes of fun and unique outfits that are either vintage, up-cycled or second hand to interest the audience in learning more (colour and music)

Interest:
- using models in the target audience age range to appeal to the age groups whilst also appealing to some fashion trends to draw in the age range

Desire:
- using a slogan along the lines of "sustainability looks good on you" or "its trendy to shop sustainably" to appeal to the target audience and evoke a sense of empathy whilst encouraging them to be sustainable

Action:
website/blog that the target audience can reach after the video that posts weekly/ monthly posts about sustainability in the fashion industry and ways to shop/recycle with an eco conscious attitude.

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To encourage and educate young people on the impacts of fast fashion and introducing them to new and fun ways to upcycle and reduce their fashion waste through a blog with posts about ways to explore your personal style in a eco-friendly manner.

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1. Promote friends magazine (MOO MOO)
2. organisation to reach school and educate on the over sexualisation of Women in media (movies)
3. a shop for specialty bagels
4.  up cycling second hand clothes
5. shopping for clothes ethically
6. sushi plane (for rich impatient people)
7. film club
8. camp.to save the seals
9. camp. to save the oceans
10. camp. to spread awareness to period poverty
11. organisation that supplies free period products to schools
12. pancake shop but all the pancakes are shaped like strawberries
13.glitter infused maple syrup
14. alphabet soup that gives you compliments
15. cereal bowls that have affirmations on the bottom :)
16. late night public transport womens only section
17. app to send anonymous love letters
18. support animals for support animals
19. volley ad
20.  trins poetry book
21. secret society book club
22. life cycle of strawberries
23. life cycle of salami
24. advert for strawberry picking place
25. tinder for friends
26. time travel machine
27. real life purge ad
28. interdimentional cable ad
29. real fake doors ad
30. magic school bus ad
31. hogwarts ad
32. picnic bubble ad
33. live youth ad
34. vegan coffee truck where the plant based milk isn't addition priced.
35. almond milking factory
36. aus gov ad to teaching domestic violence at a young age
37. gender sterotypes taught to us as kids
38. promote friends crochet business
39. clothing store using all recycled and reused fabric
40. stickers that promote students mental health
41. "save the earth" clothing brand using recycled bottles
42. music festival promotion
43. extol promotion
44. creative conference promotion
45. coffee brand (like emma chamberlain)
46. app to connect with a penpal
47. hat business raising money for skin cancer
48. drink driving car air fresheners
49. matcha buisness
50. gaspard and lisa clothing brand
51. Nonnas guide to cooking book/channel
52. Nonnas advice panel
53.  dog clothing brand promoting against animal cruelty
54. makeup brand raising money for animal testing
55. plastic bags that are plantable
56. dairy free icecream shop
57. croissant buisness
58. reef safe sunscreen
59. tissues that have positive sayings on them
60. highlighters that dont leak through clothes
61. outfit creator (like the one in clueless)
62. clothing patches that promote against fast fashion
63. poetry book
64. comfort plushies that raise money for the youth in mental health facilities
65. reusable disposable camera
66. clay mug shop
67. online op shop
68. eco friendly packing company
69. specialty cookie shop
70. friends jewellery business
71. wrist watch that has a funky graphic on them to promote not worrying about time
72. drink bottles that raise money for pollution in the oceans
73. socks that raise money for keeping australian reefs safe
74. funky cardigan shop
75. mason jar specialty shop
76. favoured straws
77. strawberry shortcake themed cafe
78. cat cafe to help adopt them
79. aroma therapy candles
80. vegan coffee van

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The chosen target audiences are young adults aged 14-25 as this specified age group  tend to gravitate towards fast fashion as it is trendy and affordable. The Goal is to encourage the younger generation to shop ethically whilst providing them with sustainable ways to up-cycle and shop ethically.

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Sustainable Fashion Advertisement (inspo) 

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Sustainable Fashion Advertisement (inspo) 

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The Cresthetic 2019 , Sustainable Fashion Advertisement, video, Youtube May 23 2019, viewed 20 March 2023,
<https://www.youtube.com/watch?v=eK0IksR1UFQ>.

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Bestdressed 2020, HOW TO THRIFT LIKE A PRO (*actually useful* thrifting tips),video, Youtube, January 17 2020, viewed 20 March 2023,
<https://www.youtube.com/watch?v=iXR4AWCH_Sk>.

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HOW TO THRIFT LIKE A PRO (*actually useful* thrifting tips)

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Throughout this course I am eager to develop and identify the skills required to effectively reach a target audience. This will assist me in my future endeavours as a film maker as I learn how to embed a deeper message within my short films.
For my promotional video i will be displaying different ways to up-cycle clothing in aims to reduce the environmental impact of fast fashion.

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During the creation of the mind map my thinking patterns were stretched as I was encouraged to further my understanding on fast fashion and the effects it has on society aside from just environmental. I was also challenged to brainstorm and generate various ways to be sustainable in the fashion world!