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As with most projects, in the beginning, the service will be free of charge, especially in the first few issues when catching attention of readers is the most important. When the magazine gains more readers and publicity, I can start charging fees for promoting the brands. Thus, I believe this project has potential to become financially feasible. However, the revenue will mainly be used to cover operating costs and opportunity costs of the creative team. The point of my project is not to make abnormal profits but to share the knowledge about the textile industry and to ensure multiple value creation within it.

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As I already defined in block 7, I hope that the effect of my business will be that the readers will be more open to sustainable brands, rethink their consumption habits and then reduce their fashion consumption. It is hard to measure the extent of the effect specifically, as the first issue of the magazine will be published in the upcoming spring. The current estimate is that approximately 1000 people will read the magazine. A good way of measuring the effect of my project could be that people will be offered a small discount on the promoted brands, with a specific discount code only available in the magazine. People who would use the discount code will be the ones affected by my project. I believe this would bring benefits to all stakeholders - consumers will consume garments with multiple values (environmental, economic, social, ...) for a reduced price and brands will increase their revenues, which creates economic value. The environment will benefit from sustainable production as well. All of these effects should be visible after each issue is published.
To estimate the CO2 reduction, let us take a look at a cotton t-shirt lifecycle. On average, a cotton t-shirt generates over 3.3 kilograms of CO2 per its lifecycle. Thus, with each time a consumer decides to buy a fully sustainable t-shirt or buy a secondhand item, this amount will be saved.

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After analyzing the feedback given by the external test participants (see Feedback - Building block 8 Assignment), I concluded that I am on the right track. The adjustment I could think of was to make sure that I am choosing brands with different aesthetics for each issue so that people with different tastes would become interested.

https://docs.google.com/document/d/11OcFY8bzZpxenbjA2RJYLhki0xSoAFm4ky2vQa1imMc/edit?usp=sharing

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As I already specified in the previous blocks, the core activity I will undertake is to promote local sustainable designers, brands, as well as thrift and swap stores. Therefore, I would say that the Refuse + Rethink + Reduce are the core R-strategies of my project. By sharing more information on the true cost of producing a garment, readers - consumers - will refuse to buy garments made according to the current production standards of mainstream brands. The readers will rethink their current consumption habits, as well as the state of the fashion industry as a whole. Possibly, by seeing garments styled in different ways, the readers could also find different ways of wearing pieces they already own. Their fast fashion, unsustainable fashion consumption as well as their total consumption will be reduced.

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The strategy I chose for my project is community building, connected with garments life cycle extension. By publishing this photo series regularly, I hope to expand the community of people who care about sustainability in fashion. As the magazine is run by students of Erasmus University in Rotterdam, the community is likely to consist of but not limited to people based in the Netherlands. With the photo series, I hope to promote extending the life cycle of garments - my ambition is to collaborate with local thrift and swap stores as well.

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To be able to start my project, I need to work with the creative team of my magazine, which will help me create a deeper artistic and aesthetic value for this project and show the garments in a different light. I will be promoting local sustainable brands, with transparent supply chains. The brands themselves create social and environmental values and if the promotion of these brands will be successful, these values will be rising, as more people will be buying sustainable garments instead of unsustainable ones. Economic value is created for those who are employed by and own the aforementioned brands. In relation to the environmental value, it could be said that the stakeholders in this project are, in a way, all humans on this planet - consumers - as we are all part of the environment and strive for a sustainable future.

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Design Phase: 4.Business model archetype

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Design Phase: 4.Business model archetype

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For my project, I chose to use the Platform Model

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Since I am going to be promoting up-and-coming fashion brands, economic value is created for those who are employed by and own the aforementioned brand. Similarly, a social value is created thanks to a transparent supply chain, with fair wages paid and where good and safe working conditions are a standard. I would like to promote brands that support the honest producer-consumer relationship - consumers can see who and how made their clothes. Ecological value is created due to the assumed rerouting of consumer spending away from the potentially unsustainable textile industry. I will only promote brands that use sustainable production practices, such as biodegradable materials and natural dyeing. Last but not least, an artistic value will be created, as the photo series will be done by the creative team of my magazine. Some of the creative team members are aspiring professional artists and this project can help them create diverse portfolios, thus, I would say that this project adds also an educational and professional value.

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This series of photography becomes the go-to guide for fashion heads to learn about up-and-coming sustainable brands and designers.

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Although sustainability may seem like the leading trend at the moment, many consumers still believe that it comes at the price of aesthetic merit. An increasing number of others are victims of greenwashing. To fight back against both of these paradigms, I have decided to launch a series of photo collections in a student-run fashion and arts magazine The Fugly GenZ (@thefuglymagzine). In an attempt to awe the reader, for each issue, I will select a line of clothing from sustainable brands and, with the help of the creative team, sculpt a thematic visual story. The strength of this idea is also its own weakness. Since this is a purely artistic project, the key is in its realization. If the final product is a conceptual mess—it is a flop. If the images are sub-par visually—it is a flop. Additionally, I will also interview local designers with a focus on the economic side of their operations, with a special emphasis on their circular design initiatives and their supply chain. I hope to publish such stories quarterly.