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how might we encourage the consumer to participate in the circular business model?

Local fashion brand recollecting old clothes in exchange for discount for future purchase. Using old, damaged, not fitting clothes into new designs.

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- How might we offer useful and fashionista products by getting rid of items that are no longer used?
- Mother of 3 managing to rework clothes. Design teacher making decoration objects from old and vintage belongings. Sweater factory worker hoping to find a a new destiny for tons of sweater cuttings sent to dumpsite every day.
- New design brand that use fabric scraps from used clothes to make bathroom carpets, pillows, dolls, bags, centerpiece decor, etc.

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Applying psychology to improve wellbeing in the fashion industry.

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Design Challenge 1 - The Social Agenda - Hazardous Chemicals & Pollution

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Design Challenge 1 - The Social Agenda - Hazardous Chemicals & Pollution

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My question was 'How might we reduce the amount of toxic chemicals released into the environment by conventional leather production?'.
The solution that I focused on (for an existing brand) was to change to more environmentally friendly or sustainable leather suppliers - for example, using recycled leather (with appropriate certification) instead of using PU or regular coated split leather.
See attached pdf for more details.

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Understanding the value of your garment to encourage customers not to think of it as a disposable object.

Doing this exercise I can see how so many of these issues cross over and are almost interchangeable with one another. My initial focus was to address biodiversity and animal wellness, but it's hard to quantify that to the general consumer. In equating it with land use.

I envision a campaign to address the actual impact of specific clothing items. I think there are multiple ways to address this. The first being an app that scans bar codes of clothing item to explain the carbon emissions, farming conditions and land use of an item. This would have to be in partnership with an external app development company (to develop the tech and to be able to calculate the numbers) and brands that want to onboard their technology. It would also have to be promoted to customers of a brand.

Internally, a brand could do something similar to reach their consumer. In my example I thought of a young female consumer who is interested in social justice issues but not compelled to be part of a movement. To appeal to such a consumer, you could have an external tag upon purchase attached to a garment explaining that "I am equal to enough water to grow 2 acres of corn" as well as a reminder tag sewn inside the garment next to brand and size that says "Do not throw me away! I am equal to 2 acres of food" or "Please don't put me in landfill. I am equal to ... " etc., so that consumers are 1. made aware of the land use impact of the garment 2. are reminded not to toss the item thereby hopefully fulfilling a double function.

I was thinking of a young female consumer that is concerned about social justice and climate change in a general way but is not well versed on specific issues. The problem I see is consumers don't want to be told what to do, or be lectured. I wish there could be a campaign of tigers looking at a cotton field saying "I used to live here" or of the dry Aral Sea bed saying "I used to be filled with water" but I think that would be too jarring. A gentler campaign of equating with specific tangibles might reach her better.

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Cultural Agenda,
Consumption and Waste,

Value of Waste Project

The three participants, after meeting, will discover that they have many common interests and passions. They will therefore decide to work together on a project to participate in a sustainability competition.
This project will demonstrate that the value of waste in the world of fashion can be a resource but needs professional management led by new figures within the companies. There will also be a need to create a deeper awareness by divulging information through the right communication channels to reach ordinary people as well.

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Tags with information on the sustainability
I would like to address the social part of the sustainability from the consumer awareness perspective.

I think it is crucial to increase awareness of the consumers on the sustainability condition of the items that they are purchasing. Just as when a cllection is made from sustainably grown cotton it will be advertised everywhere there should be also information on when non sustainable cotton has been used. Or if wages of the textile workers are below average.

I think it would be great to have tags on the clothes, similar to washing instructions, or similar to content of the textile, but describing the supply chain conditions. for example 100% cotton that was grown with pesticides, made in Sri Lanka in a factory where textile workers get paid minimum wages. etc. can make this as some abbreviations or signs and make it mandatory quality standard.

This would educate consumers and influence the producers to take measures to achieve the "green" tag or move from "red" tag to "orange" tag.

Similar to this we can have organic and non organic = sustainable and non sustainable parts in the shops/ department stores or make non sustainable tags mandatory.

My idea is to start influencing the sustainability backwards starting from the demand end.

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I decided to focus on an idea to help everyday consumers reduce fashion waste in their own lives by creating a "fix it or upcycle it" website. It would have videos and tutorials all in one place to help people learn how to do simple sewing repairs themselves to extend the life of their clothes, and many ideas on how to repurpose or upcycle their clothing that they could not fix themselves.

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Economic challenge - Upcycling old clothes into new ones

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Economic challenge - Upcycling old clothes into new ones

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Cultural challenge - wellbeing: How can we educate consumers to buy clothes only from brands that integrate the values of sustainability?

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Cultural challenge - wellbeing: How can we educate consumers to buy clothes only from brands that integrate the values of sustainability?

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I decided to launch an app to tackle the challenge above, a step-by-step guide for sustainable shopping in the city. The app asnwers two questions: 1. where to shop and 2. how to shop in a sustainable way by listing all available local suppliers and providing hands-on tips for building a sustainable wardrobe. At the touch of a fingerprint the app gives a non-biased and factual overview of the sustainability merits of all local ethical suppliers as well as high street fashion brands. It also gives daily tips for consciously building up a capsule wardrobe, for post-purchasing garment care and recycling.

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I opted for an in store option of renting certain items instead of buying them. This allows people to switch between items without generating too much waste, and means designers can design less different collections, as customers can switch between items currently in store.

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I have finally finished the design challenge.Heres my file.Its a PDF.

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Creative Possibilities Desifn Challenge- Srijana Baruah2

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Ecological Challenge- as consumers how can we know our impact?

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Ecological Challenge- as consumers how can we know our impact?

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I decided to focus on the challenge of interacting with consumers and increasing their understanding of the environmental and polluting impact that garment consumption has. But of course not only focusing on the negative, but also empowering consumer to make better choices. My idea focused on developing an app that would allow consumers to understand just how polluting is the item they are about to purchase. This way they can choose to buy that product from a designer/brand that produces it it the leas harmful way. This way consumers are empowered and designers that are designing sustainable are receiving financial support. This system also encourages other brands to initiate change in their design.

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Economic Agenda- Cooling Blankets for less fortunate.

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Economic Agenda- Cooling Blankets for less fortunate.

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I remember during my Textile Course learning about working with Jade in fabrics to keep cool so I came up with an idea.

Chosen question: How might help people less fortunate in countries affected by the heat in climate change?

Issue: We have blankets and thermals to protect us from the cold but what about blankets to help us cool in the heat?

Climate change affecting already hot countries.

I'll give 1 example because I could go on..
Person 1: Abdul

Construction worker who works a night shift, sleeps during the hot summer days.

Is unable to sleep and suffers from heat exhaustion as well as insomnia.

Solution: Working with nanoparticles of real Jade woven into the fabric to provide cooling properties. To provide less fortunate people  with cooling blankets.

Why? It's getting hotter and hotter in certain countries. To people with no access to AC's.

=Improve quality of life/create awareness

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Massive problem of micro fibres in our water ways
The question is how we control and reduce these micro fibres from entering the ocean and river system
An idea is to introduce mandatory cotton cloth bags  to wash clothes inside the washing machine.
An awareness campaign may help to  inform people of the alarming number of plastic fibres been washed away with every load of their washing.
Social media could spread the word, the education of school children may be the only way to change the future.

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Challenge 4: Cultural / Consumption and Waste

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Challenge 4: Cultural / Consumption and Waste

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Problem: We have a huge consumption and waste problem
Solution: A peer-to-peer clothing rental platform to promote investment in high quality beautiful garments and to keep them work, loved, and in circulation for as long as possible.

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The question is how might we encourage the culture of repair and recycling of garments. In this idea, we would like to bring together the family members and kids specifically because they represent our future.
The idea is to create an elective at schools so kids can learn from real garment makers, and bring home, techniques for repairing their garments, as well as learning that this is a cool idea to give second chances to their favourite pieces.

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Diminishing Resources

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A Workers Forum

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The cultural agenda
Consumption & Waste

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Cultural Agenda : Loss of traditional Sustainabilit

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Cultural Agenda : Loss of traditional Sustainabilit

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As a country and community India was extremely sustainable due to many reasons and has completely changed drastically in a negative way. Somy agenda was to understand this change and how to reroute the mindset to the simple sustainable traditions that work.
Example-
The all natural diets we followed from our terrain and seasonal ability. To cook in earthen terracotta pots and drink out of brass containers allowing the vitamins and nature to be a part of us.

Woven traditions, using wool in the colder climatic conditions available in the hills, silks and linens in the hotter tropical parts

Why -
- population explosion.
- convenience
- the allure of the change of the west and following that.

Who does it profit-
the people who make the change and the artisanal community, the ecological terrain to stick to naturally available products, labour and resources.

Design Challenges Idea Generation-

Videos informing the demographics,
artisanal participation in therms of suppling more products of older methods of resource and making rather than diluted products for the convenience and cheapness of the marketplace.

A store or online commerce that sells these sustainable materials including clips and information why these products are good, why they have been used and how they are relevant to a more flourishing holistic future.

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Labels to help brands and customers

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Consumption & Waste

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part 2

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part 1

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The task in text.

1. How might we reuse the water we already use to wash our clothes?

2. How might we use social media to create awareness on how much water is being used to grow our natural fibres?

3. How might we prevent dye chemicals from entering our ocean systems?

4. How might we generate awareness of water consumption in the maintenance of our clothing in order to reduce the overall usage of water in this process?

Chosen question: How might we generate awareness of water consumption in the maintenance of our clothing in order to reduce the overall usage of water in this process?

Person 1: Jenny the stay at home Mum

Age: 51

Gender: Female

One thing that would make this person happier: Seeing her family excel

She is married and lives with her husband, kids and mother in law. She’s into gardening and reading. She likes to learn new things and is trying to learn how to swim – she dislikes running. She spends most of her time at home or at the shops. Her money gets spent on food and sometimes the occasional dress. She interacts with family mostly but keeps in touch with her friends on Facebook & WeChat. Her challenges are taking care of her parents and her mother in law on top of maintaining a home. She is quite familiar with mobile devices but still needs a little help now and then. Her goal is to own a business again but this time be able to remove herself from work sometimes.

Person 2: Sam the environmentally conscious graphic designer

Age: 25, Female

One thing that would make this person happier: having more time to see and do things

Sam has a partner who works in the local council, they currently live together in Sydney. She is into sewing and loves to read and exercise. She hates washing the dishes. She enjoys learning about how things are made. She spends a lot of time catching up with friends and spending time with her family. She is motivated to give back to her community.

Person 3: Hannah the environmental engineer

Age: 34, female

One thing that would make this person happier: Seeing those around her reduce their carbon footprint.

Hannah is single and excelling at her work. She lives with 2 puppies. Works long hours but doesn’t mind. Loves watching documentaries on animals and earth conservation. Great sense of fashion and is a decent artist outside her 9-5 job. Biggest challenge: making friends

Goal: To combine her two passions for art and the environment and create a positive impact through this

Ideas

1. Community event with demonstrations and fun activities that educate people how to wash their clothes

2. Ethical / Sustainable fashion youtube channel – teach people how to treat their clothes properly, how to buy from the right people? Demonstrate different methods

3. Fun video campaign – trying all the stain hacks e.g. remove red wine with white wine.

4. Open a clothes laundering service and embody the ethical methods of water usage in clothing maintenance

5. ‘How to wash your clothes’ local community workshop

6. Art display in a public space demonstrating a ‘regular’ load of washing – aftermath water is shown to the audience to realise what kind of water goes back into the ocean

Demonstrate alternative water uses for laundry water.

7. Collect donated clothing and rewash ethically – leave note/instructions for future op shop buyer on how to take care of that garment

8. Create a pamphlet and distribute within a neighbourhood, educating people how to wash their clothes and what to do with the water from washing machine

9. Social media – page on cleaning, household hacks (mostly clothes) – sponsor influencers who care for the cause

10. Start an organisation that takes in donated garments – Aim for 0% landfill contributions – mend and remake new products

Storyboard

Chose Idea 6.

1. Hannah the environmental engineer wants to take part in an art demonstration to display the huge amounts of water used to wash our clothing in a machine

2. Hannah helps to seek council approval for use of public space with a power source near by to operate washing machine. Sam’s partner works in local council and approves this project.

3. Sam is told about this art demonstration by her partner and wants to see for herself.

4. Jenny the mum is doing her weekly grocery shop and stumbles upon this art demonstration.

5. Hannah educates the audience on how to properly wash your clothes – and what to do with that water when you’re done.

6. Sam is very interested in the art demonstration and approaches Hannah for more knowledge – they become great friends! Jenny the mum learns something new and adapts this into her laundry routine.

Prototyping

1. Create a miniature model of the space and props needed in this art demonstration. Needs to be practical but flashy enough to draw attention.

What I’m hoping to learn: How much space and what kind of space we would need for this demonstration to occur.

2. Designing a pamphlet with alternative solutions for the used water – viewers can take one as memorabilia of the art demonstration but also re-educate themselves with what they’ve learnt

What I’m hoping to learn: Gathering ideas together in a simple format so that it can be easily communicated to the audience / easily re-understood by the audience.

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I was focused on the ecological agenda but I endeded up going towards the social agenda.
I thought about one app or site where sustainable brands are registered to offer discounts to costumers, exchanging the discounts for advertisement made on social media.
I created a survery about sustainable fashion, I'm still getting answers but I conclude people aren't yet interested in knowing about raw materials and supply change but they would pay morr for sustainable products. And most people would use the app or site.

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Brief Summary:
A lab will work closely with a Mongolian farmer to create cashmere which will take the pressure off farmland and him. (His authentic cashmere will be bumped up in price compared to lab-grown)

This idea is a collaboration with a brand, who will film the process in a Youtube series (snippets will be shared on social media)

Consumers who buy this line will share with the hashtag on social media and the brand will reshare.

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Design challenge ideas - economic agenda

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Design challenge ideas - economic agenda

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So I have develop a story which involves a main relation if student and teacher that want to spread their vision and awareness of environmental issues (mainly overconsumption, diminishing resources and land use and biodiversity use).
Together, they will develop an online magazine + printed magazine in collaboration with their school + city + local fashion houses. In this magazine they write about different issues. They write about different solution. But they write all this in a short, positive and attractive way, hopefuly making people feeling "hope" after reading.
In the end of the story, there is a 3rd character that receive this knowledge of awareness and start question herself about her life style.
Teacher and student get happy because they manage go reach people about their concerns. And costumers dont get per se happy, but they start at least to question.
(I would love to upload the drawings + story etc but there is something wrong and I can't figure out what -.- )

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Changing fashion to honor equality for all involved in its practice

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Changing fashion to honor equality for all involved in its practice

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to change it you should explain to all involved people the importance of each other's activity

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Brief summary:
Using "leftovers" from a knitwear production line.
Involving everyone, shepherd up to top designer in the company.
End? - design competition open to all company employees and their families, using any aspect of the 'leftovers'

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Design Challenge 2: The Economic Agenda 

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Design Challenge 2: The Economic Agenda 

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Water Drops: save water in production for more drinkable water.

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Upcycling Competition Challenge for students K-12

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Social media as an inspirational tool for more conscious fashion

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Social media as an inspirational tool for more conscious fashion

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I chose the cultural agenda because I believe that through that you can affect and create change in the other agendas. My issue was consumption and waste. Creating less waste (and recycling it properly) shouldn't be difficult, but somehow it is!

My questions:

How might we...
1. create a better and easier textiles recycling?

2. use technology and design to reduce and reuse offcuts?

3. prolong the life-cycle of our existing garments?

4. use social media to inspire to a less wasteful lifestyle?

As I'm not in the fashion world (I'm just a mortal consumer!) I decided to choose a mixture of questions 3. & 4. I'm wear my clothes almost until they fall apart and if they do, I try to turn them into something else (for myself or my daughter), so I decided to open an Instagram account where I can share my ideas for remaking and upcycling garments. The profile can be found here, I just made it, so it still needs a lot of work!

https://www.instagram.com/p/BwHYFy2BDkT/

Picture: a summer outfit I made for my daughter out of my dad's broken (and twice repaired) linen shirt. The background is a rug made of recycled textiles by the Japanese brand miiThaali - another inspirational way to reuse textiles!

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Cultural Agenda: Fashion and Cultural Identity 

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Cultural Agenda: Fashion and Cultural Identity 

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In this challenge, I tried to use fabric scraps mixed with native materials. The result is a collage. I tied it up with trim and beads.
How this creates awareness for Fashion Identity: it is in the design and how the collage is. It is a unique artwork on its own.
How his creates less waste: Fabric scraps are used with native materials that are all-natural and handmade.

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In this challenge I tried to work with one of my biggest concerns when it comes to fashion and sustainability.

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How might we feel responsable for people who make what we wear? Nowadays, Modern Day Slavery is an Issue in industry of fashion.  Last year, a 14-year-old girl was found on a confection in São Paulo-Brasil, taking care of her two younger brothers while her mother stitched. Besides that, she was responsible for the cleaning and cooking aswell. The others employees, such as her mother, worked about 13 hours a day and lived at the same place as they worked.They couldn't leave without the permission of the owner of the confection, even in urgent cases such as once, one of them had to take his children to the hospital. Campaigns should be launched in order to make consumers aware of who made what that they buy and ask for transparency and supervision of them. Fashion Revolution is a wonderful initiative that has to do with it.#whomademyclothes Now, I am part of the movement in Rio and I am organizing the event that will happen at PUC-Rio.

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The Cultural Agenda - Consumption & Waste

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The Cultural Agenda - Consumption & Waste

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Questions:
- How might we slow down the amount of fashion consumers buy?
- How might we extend the durability of peoples clothes?
- How might we change the way people treat their old clothes?
- How might we create awareness among consumers about their impact on the planet and make them feel responsible for their actions?
- How might we let consumers discourse about their real need before they buy something new?

Ideas:
- Instore quality workshops for customers - How to recognise quality when buying something new? How to read the label inside an item.
- Instore interactive screens with information about ingredients, production process, laundry tips....
- In store marketing campaign - screens showing full production cycle
- Employee passport in label clothes - where is it made (country, place), by who (name, age), from what ingredients, how long took it to make the item, how many people worked on it, labour circumstances....
- Show the new collection by showing it on the production employees instead of using models in the campaign
- Mobile application - fill in what you would like to buy (fashion item + ingredients) and calculate the sustainability %
- Organise a sustainability festival: people can pimp their clothes, swap clothes, buy second hand + vintage, follow styling workshops (learn to combine with some good basics), colour workshops, get tips about how to minimalise their impact on the planet in their daily life at home, get laundry tips, fix their damaged clothes, let artisans show their art...
- Sustainability education programs at primary schools
- Start a sustainability platform on social media from a consumer perspective
- Give customers a styling passport which shows what they can wear best according to their body shape, but also what better not to buy. To overcome buying things that end up not wearing.

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Have boards around the workplace that give workers an opportunity to write what should change in the workplace and create a safe space for workers to express what needs to change to make it more comfortable

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How might we make sustainable luxury fashion more accessible and therefore chosen above fast fashion?

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How might we reduce the amount of plastic consumption and waste in the fashion / cosmetic industry?

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My ecological agenda

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Pilaga basketry of my challenge

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How might we activate consumers to recycle garments and educate on the importance of conscious buying?

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Ecological water stress
Special upcycling

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The Cultural Agenda - Consumption & Waste Issue 

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The Cultural Agenda - Consumption & Waste Issue 

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I have focused on consumption – educating consumers and promoting sustainable businesses, making sustainable choices trendy.

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reframe:
- how might we reuse plastic, so that less ends up in oceans / landfills
- how might we technology to educate customers about the effect of fast fashion on the environment
- how might we make consumers more aware of the impact of fast fashion production on the earth
- how might we use new designs to upcycle other material waste, to ensure less ends up in the landfills.

PERSONAS
1. Megha, fashion and product designer on Mumbai.
- 30, married
- hardowrking
- creative soul, traveller, foodie, scuba diver
- spends time working out, and being with friends.
- very organised and list-maker
- tech savvy city girl yearning for the outdoors
- wants a healthier life for her family and the earth
happier: sustainability in all aspect of her life.

2. Maya, lawyer who advocates for climate change.
- 35, divorced with a son.
- big bucks lawyer
- likes movies, and spending time with her son, reading
- enjoys the simple pleasures of life
- dislikes noisy places
- enjoys supporting local artisans
- happier: the world to be a cleaner place for her son to grow up in

3. Ravi, marketing head for a group of designer labels.
- 50, married with 2 children
- been in the industry for 20 years
- understands the impact of fast fashion
- family man
- likes to cook / bbq for his family on weekends
- dislikes "trends"
- vintage collector
happier: if everyone has resect for nature.

IDEA GENERATION
-  a DIY workshop by the community and designer labels to teach customers the value of upcycling
- a crowdfunded app that shows you new ways to style old clothes
- a show/ collection sponsored by designer labels that showcase upcycled / sustainable products that are then available for purchase.
- marketing campaign to educated consumers on the damages of fast fashion
- a community no plastic waste week
- policy change to monitor the amount of damaging materials use by fashion brands

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Fashion Forward Festival

How might we track our levels of consumption and waste with regards to our wardrobes?

Fashion Forward Festival -Collaborative fashion festival to promote awareness of our consumption and waste to a wide audience and learn from business leaders and professionals.

Opportunity for local business, communities, industry leaders to come together in a relaxed, fun and collaborative environment and participate in workshops, talks, panel discussions. Provide space for promotion of innovative products, apps, and sustainable businesses. Free entry if you can contribute clothes to the huge clothes swap.

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Ecological Agenda water stress

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2019-04-01 design challenge 3 ecological agenda

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Cultural Agenda - Consumption and Waste.

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Cultural Agenda - Consumption and Waste.

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Reframe:
-How might we reduce waste in the textile cutting process.
-How might we reframe the fashion week concept.
-How might we reframe and redefine the collections.
-How might we reframe and redefine the item dropping.
-How might we encourage fast fashion brands to educate their customer to choose wisely the fabrics.
-How might we change the way we take care of our clothes to make them last longer.

- I choose the collection issue. I think six collections drops in a year is too much. On one hand designers are feeling a lot of creative pressure, and they do not have time to conceptualize ideas; stock and inventory becomes waste if it doesnt sale, and people instead of buying core and long lasting items, are buying to be trendy.

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2.
--How we might reduce producing new materials through upcyling opportunities.
-How we might produce waste through new repair/ up cycling strategies. CHOSEN
-How we might create a more meaningful connection between garment and consumer
-How we might make consumers more aware of the impacts of consumption.

3.
-Stefano, 48, male, Artisan factory worker of leather goods, Italy.
-Married with three children, works long hours and would like to see them more.
Skilled artisan, likes spending time outdoors appreciates the beauty of nature
-pressure to work longer hours
-would like to see change in his more disadvantaged area, something to benefit his children

-Marie, 34, female, London, Small business owner for leather goods.
-Loves to travel, cares for the products she buys and aims to live more ethically
-very busy, enjoys her work but keen to make some sustainable changes to her business
-Aware of the effects of her business and wants to make a difference.

Marco, 25, Male, New Yowk, Project manager and social media platform.
-Super enthusiastic and passonate
-Most of the time he is at social events or on his phone or laptop
-He is very busy but motivated to give back to the community, seeing his work directly benefit others.

4.
1 -In store recycling/upcylcing/repairs to ensure lower consumption without profit loss
2-Repair scheme where consumers can pay to have their garment repaired whereby money goes directly back to the community. CHOSEN.
3-Consumer and factory worker interactions.
4-Incentive days for workers after every x amount of sustainable (upcycled) products are brought
5-Workers have inshore workshops to teach consumers repair techniques to lengthen product lifetime
6-renting and clothes swapping
7-Money goes to children workshops in host and source country
8-Buy less incentives to elevate stress on factory
9-Workshops on what to do at the end of a products lifetime
10- gibing worn products back, design challenge for local communities and brand to make new collection by upcyling.

5.
1-store owner Marie decides to speak with the factory and put her new idea into place. She then contacts the social media platform.
2-Marco is introduced and so happy to be working on a socially beneficial project for once.
3-The new scheme is advertised through the store and on social media accounts
4- consumers love the idea, and really get on board. the brand usp and brand value is boosted.
5-Less factory pressure
6- Marie feels good, and Stefano is able to see a difference in his local community

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Ecological agenda-Making waste material useful 

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Ecological agenda-Making waste material useful 

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Upcycling

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I focused on the benefits of using more diverse marketing imagery for wellbeing.

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How might we divert textiles from landfills and turn them into something new?

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I chose the Cultural Agenda because I think that the cultures of cosmopolitan cities, for example Buenos Aires, are experiencing big and good changes

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Ecological agenda: Water less + Hazardous Chemicals & Pollution

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Ecological agenda: Water less + Hazardous Chemicals & Pollution

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How might we colour our fabrics whitout using a single drop of water?

I choose this agenda bcs right now there are the possibilities to solve 2 big problems: using less water and less hazardous chemicals and i found this magic liquid Supercritical Carbon dioxide.

For a deep understanding please read the book:

Water in Textiles and Fashion: Consumption, Footprint, and Life Cycle Assessment and watch the video on youtube: https://www.youtube.com/watch?v=XCsGLWrfE4Y&list=PLDhHTb2ZbWAmcMdH-CPw95b-QU3Q7z8qd&t=2000s&index=11

Thanks a lot and i hope you will apreciate my design challenge idea.

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Consumption & Waste

How might we avoid the amount of energy and resource being wasted on garments that get worn once or twice for special occasions, then left hanging in peoples wardrobes?

Participant 1: Penelope Solomon
-39 yr old female
-Designer and partner of fashion brand, from Kent.
Married, no kids with a pet dachshund, likes long nature walks, live music and a foodie. Has an iphone and laptop, loves insta gram & Pinterest.
-Wants to make a positive impact on the environment with her fashion brand.
Participant 2: Madeline Winkle
-21 yr old female student at Leeds University.
-Studying sustainability in business
-Has a boyfriend who is in a upand coming band.
-Gets to go to lots of gigs and festivals, trying to live a less wasteful lifestyle. Experimenting with veganism.
-Wants to be able to wear beautiful one off pieces without having to spending alot and building up a wardrobe of unworn expensive garments.
Participant 3: Kristos Vine
-38 yr old male websire designer who lives in London.
Has a daughter who loves dressing up
-Loves rowing and watersports
-Fed up of seeing pollution in the rivers
Loves technology and computer whiz.
Loves how social media and the internet has opened up innovation and collaborations.
-Would like to collaborate with a business whose trying to make a positive impact on the environment and reduce river pollution

Design and create special occasion wear from vintage pieces, fabric scraps or using recycled or biodegradable fabrics and set up a rental service.

Storyboard below
Testing Ideas:
-Create Instagram/facebook ad to get feedback on concept.
-Create a youtube video explaining concept and reason behind idea.

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Ecological Agenda: Hazardous Chemicals and Pollution

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Ecological Agenda: Hazardous Chemicals and Pollution

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Reframe:
1. How might we raise awareness about the hazardous chemicals and pollution of fast fashion to consumers?

2. How might we reduce the hazardous chemicals and pollution used in fashion production?

(selected question 2)

Participants:
- Ella, 35, Fashion buyer at fashion brand. married, 1 child, has been a fashion buyer for a decade, dedicated to sourcing quality materials at a reasonable price.
-Debbie, 54, family etc. likes to spend larger amounts of money on single items but looks for quality and luxury, doesn't like fast fashion as believes that involves modern slavery to produce.
-Terry 40, works in a material manufacturer in Bangladesh, has done for many years, now is floor manager. Believes production process could be made cleaner.

Idea:
The solution must be multi level and include all parties. Terry cannot just implement changes that could be more expensive, there needs to be a demand from the buyer and the buyer must see a demand from the consumer. Could implement company legislation that materials could only be sourced from sources that did not use hazardous chemicals in the production process. This would mean that Terry and other factories would have to alter the process to guarantee they could continue being used by luxury fashion brands.

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I am interested in how luxury fashion can encourage a shift in general, mainstream, fast-fashion consumption.  Perhaps taking a cue from the power of Fashion Week and the impact that influencers have on the greater public.  My brainstorming lead to the idea that a luxury fashion house makes a bold move and instead of encouraging trends that result in stimulating more purchasing, the luxury house encourages a trend that stimulates valuing.  In effect, the runway is less about things and more about ideas.  That less is more, that style begins in the heart and mind.  the main objective being that fashion is merely a way to cover the body, but to do it conscientiously.
My personas:
1. Toby- Designer 35.  With knowledge of the ecological effects of fashion,  decides to take a risk on the runway. By (basically) not dressing the models.
2. Juliet-Mega on-line influencer, 27. She enjoys her influencer status but at the same time struggles with the zero-waste ideas she uses in other areas of her life, she wants to make a change.
3. Megan-recent college graduate, 21.  Wants to look good on a budget but also wants to stand for something that will benefit the world.
Design Idea:  Toby's fashion week campaign is to not dress the models, completely.  Toby's line is about clothing that is made to last and have multiple users.  Each model wears one piece of the line and then in "assembly line" style they give their clothing to the model wearing "nothing." The show becomes a very choreographed version of a clothing swap or second hand use message.  Juliet, inspired by the stand Toby takes "against" fashion, posts like crazy to her 1 million + followers, encouraging them to re-think how they consume fashion.  Megan follows Juliet's every move on line and decides that she is going to change the way she shops.  She is only going to support ethical brands, she will buy less and swap more.  She decides to start consuming fashion conscientiously, just like how she supports locally grown, organic foods and fair trade coffee.  She knows that she alone will not change things, but  she believes that a conscientious fashion movement will have an effect. Toby's brave idea is a success in the long term.

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How might we contribute more to consumtion & waste issue and continue to grow?

How might we use technology to reduce consumtion & waste?

How might we create an alternative retail business model to constinue business growth and address sustianability issue of overconsumption and waste?

How might we make our customers aware that they buy and then throw away far too many clothes, shoes etc?

3 PARTICIPANTS

1.Anna, 32, Lawyer, 1 child, married

Anna lives in a big city with her little family and work as a lawyer for a big international company. She like horseriding and spending time with her family. She loves fashion thow she is aware of many of fashion environmental issues and she would like to be better in this field. She is a havy user of her mobile and mac-book. Straggle with lack of time and work-life balance.

2. John, fashion designer, single

John is a fashion designer. lives a busy, social, life in a big city. He works for a luxury fashion brand and aspiring for changing the world and make a difference. He loves traveling and going out with friends. He goes on dates quite often and is looking for a true love.

3. Erica, 45, CEO of luxary fashion brand

Erica is married, no children. She lives in a big city and works for a luxury fashion brand as a CEO. She loves challanges and focuses on her job completely. She understands the need for change in the industry. She is vegan, loves yoga and attending mindfulness

BRAINSTORM IDEAS

To open a renting services of old and new collections by  every reteil store.  / To change number of collections during the year by giving customers better quality and sell products at a much higher price to continue growth. /  Collect all garmetns from old collections and offer repair or disposal services in exchange for discounts. / Switch the focus of the business from new designs and new collections to re-design of old collections and returned garmetns. / Rent all your collections instead of sell.

DESIGN IDEA: Rent all your collections instead of sell(new retail business model).

HOW TO TEST THE IDEA FOR REAL?

Open test butiques with onli rental services. / Customer research – focus groups. / Open web-shop with online rental services.

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Economic agenda: consumption & waste
I choose this idea to find and further develop ways of consuming by using less materials but still enjoying new designs and fashion.
Reframe: How migh w give a second life to our preferred garments and offer sustainable growth and sales for luxury brands?
Participants:
- Jenny: 47, business women, married with 2 children, not enough time to look for new trendy clothes and keeps on weraing always the same outfits and look
- Jeff: 55, CFO in a big company. Does not like to spend lots of money on clothes but want to look younger. Wants to change his wardrobe but at more accessible price
- Anna: 30, working in a ONG, travels all around the world. She preferes quality over quantity and needs to travel light. However she does not like the compromise between quality and trendy.

Idea generation:
- create an App that shows differen,t way to use the same garments,
- give some sewing course on how to convert your old garment into new ones: a scarft transformed into a bag, pants into shorts...Etc
- Personal designer support: get in tough with a designer from the brand that will take care to transform your old garnments
- collect & cash: ges a discount on a new product by giving back your old ones, that will be recylcled`�
`- Collect & give a second life: brands is directly picking up at your home the old clothers and transform for « 2nd life » purpose to be sold to anyone and give you back a discount for the purchase of new ones as you hve participated to the « close loop of recycling »

Idea selection: I chose the last

Story board & prototyping : as per the 2 pictures

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How might we encourage responsible spending and avoid unnecessary consumption?

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How might we integrate the mix of local and global approach, both necessary to keep a growth in business and some viability for sustainability ?

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Question:

-How might we reduce waste?

Identify Participants:

-Catherine – Commercial Director – 37

-Alexis – Small Designer – 38

Idea Generation:

1-    Limit the number of items a customer can buy.

2-    Offer buy back scheme or money of next garment.

3-    Sell garments with life time repairs.

4-    Design garments to last, reinforce areas that wear quickly.

5-    Work with fabrics that age well (denim/leather) and market the garments that “improve with age”.

6-    When buying the garment consumers get a discounted ‘make do and mend’ workshop later on in the garments lifecycle.

7-    Provide a ‘wear diary’ with the garment.

8-    Don’t sell to everyone, refuse to sell to consumers who buy to many clothes.

9-    Make garments that are timeless (not trend based).

Idea Selection:

I think the strongest ideas are:

1-    Work with fabrics that age well (denim/leather) and market the garments that “improve with age”.

2-    When buying the garment consumers get a discounted ‘make do and mend’ workshop later on in the garments lifecycle.

Storyboarding:

1-    Catherine buys a raw denim jacket from Alexis. It is a classic cut (Type 3).

2-    She wears it a lot, as it wears the garment evolves with her lifestyle, it becomes like a second skin.

3-    Because it is a classic design it does not go out of style.

4-    Eventually it starts to wear out and get too scrappy to wear.

5-    Catherine remembers that with the garment she gets a discount on a repair workshop. She books it and is taught to darn and patch.

6-    She gets a few more years wear out of the garment and hopefully has the confidence to mend it again.

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Storyboarding.
To test my idea: a fake instagram, facebook and twitter; and create a leaflet:
To show the project and interact with people wanting to talk about their relationship with clothes and their feelings about the project

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Ana Santos. Cultural Agenda-Consumption & waste:

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Ana Santos. Cultural Agenda-Consumption & waste:

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How might we...
1.- minimize our ecological footprint if we continue to purchase more clothes?
2.- highlight the problem of the unsustainable impacts of fast fashion?
3.- understand the emotionally appealing that a clothe can bring to a customer and use that knowledge for the design process?
4.- approach successfully the design to achieve the customer's commitment during the use phase of a garment?
5.- ensure the client know that sustainable materials could be pleasant to touch and sight and, at the same time, make a huge difference for farmers and their lands?

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I chose the social agenda because I believe it relates to where I come from.