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Brainstorm online with Bubbl.us. Easily create colorful mind maps to print or share with others. Almost no learning curve. Millions of people are using Bubbl.us worldwide to generate ideas, map out processes and create presentations.

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I've come to realise how important and relevant digital media is in our everyday lives. We use it everyday and more importantly, we rely on it. There a more forms of digital media than I can imagine and it is a tool that will help me in the media arts industry.

With respect to Assignment 2 - to create a promotional video for a product or message of my choice - I aim to keep things simple. Having only been given a 30 second time frame to effectively portray a message or convince an audience, it is better to keep a clear and minimal aesthetic to avoid confusion.

My first task will be to construct a message or identify a product I aim to promote.

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Writing down different possible ideas was tough but I did it. It broadened my sense of creativity and allowed me to really think what I care about. I can't deny some are little silly but experimental nonetheless.

Early on in the list I thought of Recyclable Fashion and how the concept is relevant and so, so important to the world. I feel my generation especially identifies with it as it's made a distinct mark in pop culture. Although my generation is often criticised - mainly by the ones before it - one thing we are good at is being somewhat aware of our doomed environment. You can call us narcissistic with our selfies and social media profiles, but the gift of technology and google has allowed quick knowledge and quicker change.

Let's face it. Our current environment isn't the greatest. With the increase of people, demand and waste, the more climate change is REAL. The earth is heating up and we are to blame.There are so many aspects to a healthy environment - not just scitech jargon we hear on the ABC. There are steps everyday people can take to improve the world and minimise waste and destruction.

Recyclable Fashion is an easy and fun first step to this. It isn't overly life changing - such as veganism - and there is the 'cool factor' to it that is so attractive. I'm surprised at how much information I have already found on the subject.

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I would like to promote the ethical and environmental benefits to op-shopping. I will use second hand stores such as Savers, Salvos and/or Vinnies as my subject.

What are the benefits?

Buying second hand clothing and goods is recycling

It keeps stuff out of the landfill

It saves LOTS of money

It doesn't support the unethical sweatshops

It's really trendy AND cool

Most second hand stores support charity work, and you buy from there so technically you support charity work

Op shopping develops a sense of creativity, patience and gratification - it deters from capitalism

Donating is important too! What once looked great on you can now look great on someone else.

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I will use 15-19 year old skateboarding guys and girls in my promotional video but aim to reach out to all 'young' people. I feel my target audience will be easier to persuade as younger generations tend to be more environmentally conscious. The style of my video will also be more appealing to younger people with respect to the overall humours 'bit' that will carry my message.

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https://www.mamamia.com.au/10-great-reasons-to-op-shop/

https://www.smh.com.au/lifestyle/fashion/sustainable-style-what-happens-to-the-clothes-you-donate-to-opshops-20170328-gv8hgl.html

http://www.abc.net.au/btn/story/s4296314.htm

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https://youtu.be/JS3CbSKC4c0
[Salvos Stores Australia online commercial, 2015]

https://youtu.be/t2j4hsQdMs0
[ Emma Watson, Met Gala Recycled Dress, 2016]

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It what ways has sustainable fashion helped or changed the way buy?

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This week I learned how to code HTML. This was a useful task in helping me with my website for assignment 3. Although difficult at first, once I understood the codes it was easy to manoeuvre.

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https://www.sustainablefashion.com.au/pages/about-us

http://www.greenstrategy.se/sustainable-fashion/what-is-sustainable-fashion/

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1. On Demand & Custom Made
2. Green & Clean
3. High Quality & Timeless Design
4. Fair & Ethical
5. Repair, Redesign & Upcycle
6. Rent, Loan & Swap
7. Secondhand & Vintage

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Sustainable fashion is today a highly debated and increasingly covered topic in media and at seminars worldwide. More and more clothing companies are transforming their business models and improving their supply chains to reduce overall environmental impacts, improve social conditions in factories, etc. We also see a growing awareness among consumers, especially younger generations. (It may be added that some individuals rightly question whether the word "sustainable" should in fact be used in relation to the fashion industry, which by definition relies on fast consumption. A better term may thus be more sustainable fashion.)

When we learn about "sustainable fashion", we soon realize that there are many forms of (more) sustainable fashion. Some actors and individuals emphasize the importance of making clothes in a more environmentally friendly manner, while others advocate secondhand/vintage or underline the benefits of swapping, renting or borrowing clothes as opposed to purchasing newly produced clothes. All strategies promoting more environmentally, socially and ethically conscious production and consumption are important steps towards a more sustainable industry. Green Strategy has identified seven main forms of more sustainable fashion production and consumption, as seen in the figure below.

Ideally, all aspects of the figure above should be combined for every new garment produced. Hence each garment should first be manufactured on demand or custom-made (No. 1), in high quality and timeless design (No. 2), in an environmentally friendly manner (No. 3) and with consideration to various ethical aspects (No. 4). Thereafter, it should be used long and well through good care, repair and perhaps redesign (No. 5). When the product is no longer desired, it should be handed in to a secondhand shop, donated to charity or handed over to friends, relatives or perhaps a swap-shop, to prolong its active life (No. 6 and 7). When the garment is completely worn out, it should be returned to a collection point for recycling of the textile material, which can hence be reused in the manufacturing of new clothes or other textile products. Ideally, instead of buying newly produced clothes, one should consider renting, borrowing or swapping clothes (No. 6), or to buy secondhand or vintage (No. 7).

The figure thus shows seven forms of sustainable fashion from a consumer and producer perspective. Although ideally, clothes and other fashion products should be produced and consumed in the manner described above, in reality this is not the case yet. What we rather should seek, is that every individual tries to find his or her form(s) of more sustainable fashion. All forms do not necessarily suit all people equally well because we all have different needs and preferences. Some individuals - usually younger - prefer to experiment with and renew their wardrobes often; using "Second hand & Vintage", "Repair, Redesign & Upcycle" and "Rent, Loan & Swap" would possibly be of most interest. For people who prefer newly manufactured clothes without history and who has a consistent style, "On demand" and "High quality & Timeless design" are likely to be most attractive.

Whether one prefers to renew the wardrobe often or more sporadically, "Green & Clean" and "Fair & Ethical" are important choices when purchasing new clothing. Buying new clothes that are manufactured in an environmentally and socially/ethically conscious manner is something we all should aspire as much as possible, although it may entail a somewhat higher price tag.

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Sustainable fashion is today a highly debated and increasingly covered topic in media and at seminars worldwide. More and more clothing companies are transforming their business models and improving their supply chains to reduce overall environmental impacts, improve social conditions in factories, etc. We also see a growing awareness among consumers, especially younger generations.

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All seven steps still aim to promote a more environmentally, socially and ethically conscious production and consumption towards a sustainable industry.

However, ideally every new garment should be made and consumed by each of the 7 steps.

Although this is ideal, not all forms suit each person, and we would rather see someone taking on at least some of the forms.

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2017: mass production is the cheapest and easiest it's ever been.

Voting power: consumers are beginning to steer away from fast fashion and moving to support local, ethical and higher quality brands.

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As far as fashion trends go, sustainability is one with undeniable sticking power. Despite continuing political debate about the veracity of climate change, fashion labels, grassroots activist groups and designers themselves are quietly enacting real change over their own domain.

In 2017, mass production is probably the easiest and cheapest it's ever been, yet more consumers are voting with their buying power, steering away from fast fashion and brands with shady reputations in favour of those taking a stand.

For as long as fashion has captured the hearts and minds of the masses, there have been labels more focused on sustainability than others; Stella McCartney, a staunch vegan and animal advocate, utilises leather substitutes for her clothes and accessories. Kering, the French fashion group Stella McCartney belongs to, has positioned itself as a leader in sustainability in the luxury sector.

Beyond these proponents of luxury goods, 'ethical clothing' has traditionally been synonymous with hemp, hessian and Nimbin, inspiring about the same level of sartorial reverence as the good old potato sack.

These days, things are different. Consumers are actually seeking out ethical purchases, and designers are taking heed by producing sustainably-sourced clothing people actually want to wear.

The Rana Plaza disaster in 2013, in which over 1000 underpaid Bangladeshi garment factory workers lost their lives when a building collapsed in Dhaka, brought issues of workplace safety and cheap labour crashing into the mainstream.

What was once easy to ignore while clicking our way through bulk orders online was suddenly all over the news, and everyday consumers were forced to reckon with how their choices affected the lives of the not-so-fortunate in faraway places.

Since then, the reasons for caring about sustainability in fashion have multiplied in both scope and magnitude. The issue of unscrupulous labour practices is by no means ameliorated; to this, add global warming, water waste and scarcity, ethical material sourcing (conventional cotton crops are considered the dirtiest in the world, as an example) and broader environmental concerns into the mix, and suddenly that cute new outfit you scored for under $100 doesn't seem like such a good bargain after all.

Just like slow food, slow fashion is fast becoming the new black. In Sydney, sister duo Annie and Jessica Hamilton have just launched Locally Made Journal, an online platform that explores the connections between people and the clothes we wear. Fashion Revolution is a global movement, started four years ago, aiming to "unite people and organisations to work together towards radically changing the way our clothes are sourced, produced and consumed, so that our clothing is made in a safe, clean and fair way".

The fashion industry may be the second largest polluting industry in the world (falling just behind oil), but a new wave of conscious players are working hard to turn things around and shaking down the stigma once attached to ethical fashion - to the benefit of everyone.

"When something is beautifully and consciously made and is of the highest quality, it is not meant to be thrown away and will not be destined to end up in landfill," high-end heavyweight Tom Ford recently told Vogue.

"Increasingly, all consumers are aware of the impact on the environment of the production of fashion, and they're concerned."

If you're looking to ditch fast fashion once and for all, you're definitely not alone. Players in the industry, spanning from retailers to clothing and accessory designers are meeting the increased demand for ethically-produced, sustainable fashion.

Launched in 2016, Well Made Clothes is a one-stop-shop for well-curated ethical clothing, shoes and accessories, stocking covetable styles from Australian and Kiwi labels like Kuwaii, Dress Up and Kowtow. For a brand to be stocked on Well Made Clothes, it has to fall into one of eight categories: fair and sustainable, vegan, minimal waste, gender equality, local, transparent or handcrafted. Oh - and it has to look fabulous.

Founders Courtney Sanders and Kelli Elkin are proponents of investing in well-made clothing rather than cheap fast fashion pieces that are likely to be discarded after a season. This mentality is reflected in the pieces available on site, with classic silhouettes and statement pieces sure to stand the test of time.

Unlike legacy fashion labels scrambling to change their practices, Australian designers Ryan Lobo and Ramon Martin founded their brand TOME with a specific aim in mind: to incorporate sustainability at every step. "We knew this was something that we could instigate from the beginning and make it part of our practice and part of our culture," they said. And in line with that vision, the designers make periodic visits to the TOME factories to ensure inclusivity, diversity and best practice.

Championing clean lines, practical yet sophisticated silhouettes and sustainable production processes, New York's TOME ensures their customers know exactly where their clothes have come from. And best of all? The label's offerings, regularly donned by style stars, are unfailingly modern and infinitely covetable - well and truly shaking off the 'ethical' clothing stigma.

The rise in concern about the ethics of fast fashion goes hand-in-hand with broader movements such as the increase in veganism and vegetarianism.

And lifestyle choices such as avoiding animal products are something the fashion industry has been quick to cotton on to. MATT & NAT, a Montreal-based accessories label is one such example. Based on a simple philosophy - that luxury accessories don't have to involve animal materials - the brand offers bags, shoes and other goods are all completely vegan, which means your next look comes completely guilt-free.

Through constantly experimenting and innovating, MATT & NAT has used recycled materials from nylons to cardboard, rubber, plastic and cork to create their wares. The brand is a testament to the fact that luxury accessories are limited not by sustainable practices but only the reaches of a designers' imagination. And with a proven track record of boundless creativity, the fashion industry has little to worry about on that score.
(Lead image: MATT & NAT. Photo: Facebook)Boldy different, the Volkswagen Arteon rings in a new era of luxury. With cutting-edge technology and state-of the-art driving assistance systems, the new Arteon truly is a car like no other. Find out more here

Published 26 October, 2017

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Sustainability Is The New Frontier For Luxury Fashion

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As far as fashion trends go, sustainability is one with undeniable sticking power. Despite continuing political debate about the veracity of climate change, fashion labels, grassroots activist groups and designers themselves are quietly enacting real change over their own domain.

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Sustainable Fashion : Past, Present and Future

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Sustainable Fashion : Past, Present and Future

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Farley Gordon, J & Hill, C. 2014, Sustainable Fashion: Past, Present and Future, first edition, Bloomsbury Publishing, London

With a focus on the fifth chapter; Labour Practices, this book delves into the history of treatment towards garment factory workers. It has allowed me to gain a better understanding of the message I am to promote, and presented useful facts I can further use to convince my target audience.

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Wilmshurst, J; Mackay, A; Incorporated Society of British Advertisers. 1999, The Fundamentals of Advertising, second edition, Butterworth-Heinemann, Boston

This book summarises the basic principles of advertising. With respect to  part three; how advertising works in detail, the source was useful in understanding the structure of an advertisement, and what the most effective techniques are in making a 'good' advert.

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This week we used mind-mapping to help us with creative problem solving. I found the exercise fun and fairly easy, as the moment you start with one idea the others will flow naturally. We used the what, where, when how and why to help us kick-off.

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This week I created a logo and selected colours to promote my message. I chose green as it is associated with the environment and mainly orange because it contrasts with green in addition to capturing the eye of people.

I called my message or company, 'second' to promote second hand clothing and used colour to highlight 'eco' in the word. I also added a tag line, 'sustainable fashion is the future' as it is a great correlation to the subject of my video and my target audience.

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1. Restaurant/Fish and Chip Shop
2. Medical check up (GP)
3. Chocolate Bar
4. Student Donation (comedic)
5. Nightclub (student night, discounted drinks)
6. Political video (pro party)
7. Refugee video (boats)
8. Transgender acceptance video
9. Women's pay gap in the workplace
10. Sexual harassment in the workplace
11. Family violence
12. Vegan/Vegetarian informative video
13. Caffeine Addiction
14. Hipsters and Caffeine
15. White privilege / hipsters with arts degrees
16. Anxiety informative video
17. Medicinal Marijuana
18. Safe sex
19. iphone vs samsung
20. Apple vs Microsoft
21. Depop
22. Rolling Tobacco vs. Tailored Cigarettes
23. Environment - wastage, littering
24. Recyclable Fashion (OPshoping, Salvos, Savers etc)
25. Home grown - growing veggies at home
26. Slut shaming
27. Menstruation issues - are tampons and pads bad for the environment?
28. Supermarkets - Foodland vs. Woolies
29. Reusable water bottles and coffee mugs
30. Solar panels
31. Self love - body image, plus size models
32. Fuel vs. electronic cars
33. Travel
32. Technology addiction information video
33. Dating apps/websites
34. Zen - [yoga, clean eating, healthy lifestyle]
35. Setting Spider's free - not killing them
36. Shellac nail polish vs SNS
37. Effects of Marijuana of teens
38. Cooking at home vs. Takeout
39. Why brushing your teeth is important
40. Do we need to wash our hair or will it clean itself?
41. Noisy neighbours
42. Bicycle riding vs. Cars
43. Storing food in fridges
44. Microwaves vs. Ovens
45. Vinyl (retro music)
46. Shopping online vs. in-store
47. Autism awareness
48. Books vs. ipads and kindle
49. Classical music (while studying, driving)
50. Women shaving their body hair
51. Ballet (how it helps with posture, other benefits)
52. Creative appreciation in schools
53. Bullying in school and the workplace
54. Depression awareness
55. South Australian Film Industry
56. South Australian Fresh Produce
57. Paperless - less paper, more word doc.
58. Braless - do women need bras?
59. Vaping
60. Is technology bad?
61. Saving money
62. Biro Pen vs. the Pencil
63. Makeup cleanser over Makeup remover wipes
64. Putting flowers in vases around the house
65. Homosexual sex education in all schools
66. Sex Ed improvement in schools in general
67. The Beach vs. The Pool
68. Female empowerment language - "you fight like a girl"
69. Drink driving

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Hynes, N. 2009, The Journal of Brand Mangement: 'Colour and meaning in corporate logos: an empirical study', Department of Marketing, Universtiy of Strathclyde, Glasgow

This source was useful in that he discussed the important relation between colour and advertising. How colour of corporate logos play a role in 'imparting information, creating lasting identity and suggesting imagery of symbolic value'. It has helped me understand how different colours manipulate different views for different audiences. Especially with how to entice my audience with an everlasting message that they will remember.

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In finalising our work for this week, we focused on writing a treatment outlining the form of our promotional video.

This was a really helpful and useful task as it provided a detailed plan for how I am going to shoot my video.

I've also found three videos that have inspired me stylistically for my video.

Finally, I have considered aspects of my video that will help me convey my message clearly. Whether I'd like dialogue, music, voice over or sound effects will make my video sound more professional, in addition to relaying my message better.

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Bupa Commercial

I wanted to focus on the voiceover of this commercial. An 'omniscient' voiceover is an informative and considerably convincing tool used in advertising. It helps get inside the 'heads' of the target audience and still holds the visual aspects of the advert highly for the viewer.

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Television Commercial - Bupa - Helping You Find Healthy

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Television Commercial - Bupa - Helping You Find Healthy

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Hungry Jacks Commercial
This commercial inspired the sense of humour of my video. With a similar target audience, I wish to use satire as a way to 'level' with my audience. Sincerity will further help convey my message and will make it more believable for my target audience.

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Hungry Jack's 'Keeping It Real' 60" Launch Film

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Carlton Draught Commercial

Combined with voiceover, I wish my commercial to be entirely or at least in part slow-motion. It ads to the sense of humour I am aiming for and this advert depicts that perfectly.

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Awesome Slow Motion Carlton Draught ad from Grand Final

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A low angle shot of the big, red ‘Savers’ store opens the video. We hear the busy and familiar sound of clothes hangers scraping along metal racks. We then cut to a young, fashionable skater boy, focused on finding the perfect teeshirt.

An omniscient voice speaks to him, Ned, asking him why he shops second hand. He responds with why; that it is fashionable, and she proceeds to recite the long list of other benefits.

We cut to a montage of Ned and his skater friends trying on different outfits in the changing rooms. This is in slow-motion. Cutting back into a normal speed, a friend runs over and yells that there is a sale on down the road at the Salvation Army Store.

The boys pause, look at each other, and run out of the shot. The last shot is of the boys skating away, and then it fades into orange and shows the logo of the message - ‘sECOnd, sustainable fashion is the future’.