This article devours the negative impact that the fast fashion industry has at each step of its production and what this is doing to our environment. It explains the appeal of fast fashion,  the role the industry plays, policymakers, consumers, and scientists in working towards sustainable  and ethical production and consumption of the fashion industry.
This article directly relates to my project as it involves the fast fashion industry and gives examples of each role played in the process and i believe it will be extremely useful.

Bick, R., Halsey, E. and Ekenga, C., 2018. The global environmental injustice of fast fashion. Environmental Health, 17(1).https://doi.org/10.1186/s12940-018-0433-7

A bold, easy to read font that flows well and catches the audiences' eye would best suit this topic. An 'old school' style Serif font would be favourable. Some options of fonts i may use include; Perpetua, Cambria and Didot. Another option is for a more easy to read sans serif font is Century Gothic as its an easy to read all time favourite.

UPPERCASE or lowercase?
When a word is written in uppercase it offers a distinctive exterior shape, improving reading, efficiency and understanding. Furthermore, adding space between the uppercase letters allows the eye to interpret the letters individually by giving the specific shapes enough space to be recognised (Samara 2004, p.25).

Text weight
The weight or posture is used to enhance the 'voice' of the text (similar to emphasis in oral communication to convey subtle shades of meaning).a word phrase set in heavier weight from surrounding text is  interpreted as being louder, more aggressive or of greater importance (Samara 2004, p.25).

Kerning: the adjustment of the space between individual characters. This is needed because letters take up different amounts of space. Kerning can give narrow letters such as ‘i’ more space for a more consistent feel.

Leading: refers to the line space between rows of type and can be adjusted to group words together to show a relationship between the two.

Tracking: the overall spacing between all the characters and adds to the overall legibility of a word.

MY CHOICES
I will be incorporating bold and UPPERCASE into my video as i would like my message to be conveyed as important, and also make sure it is easy to understand and efficient. 

Kutsenkova, Z. (2017). Dominican Scholar "The Sustainable Future of the Modern Fashion Industry." Honors Theses and Capstone Projects. 21. [online]

Linden, A. and Radner (2016). An Analysis of the Fast Fashion Industry. BARD, [online] 30. Available at: https://digitalcommons.bard.edu/cgi/viewcontent.cgi?article=1033&context=senproj_f2016. 

Samara, T. (2004). Typography fundamentals. Typography workbook: a real-world guide to using type in graphic design (pp. 10–109). Gloucester, Massachusetts: Rockport Publishers. Retrieved from https://ebookcentral.proquest.com/lib/UNISA/reader.action?ppg=10&docID=3399889&tm=1513811550763

ISBN: 9781616735890
 
SLO active (2019). Slow Fashion - A Guide To Sustainable & Ethical Fashion. [online] SLO active. Available at: https://sloactive.com/slow-fashion-guide/.  

 Stanton, A. (2018). The Good Trade. [online] The Good Trade. Available at: https://www.thegoodtrade.com/features/what-is-fast-fashion.

Veridiano, R. and Barenblat, A. (2018). Your Sustainable Fashion Glossary. [online] Remake. Available at: https://remake.world/stories/news/your-sustainable-fashion-glossary/. 

 www.ethical.org.au. (n.d.). Clothing: alternatives | Shop Ethical! [online] Available at: https://www.ethical.org.au/3.4.2/get-informed/clothing/clothing-alternatives/ [Accessed 26 Jul. 2020]
https://goodonyou.eco/best-fair-trade-brands/

REFERENCE
Kutsenkova, Z. (2017). Dominican Scholar "The Sustainable Future of the Modern Fashion Industry." Honors Theses and Capstone Projects. 21. [online] 

 

We see a mum and her young son are shopping in another fast fashion chain “Kmart”. The mother is looking at a skirt she had seen online from an ethical company, she then glances up and sees an almost identical skirt and raises her eyebrows in excitement and grabs it off the rack to inspect it further. 

 

We see a lady in her mid-20s scrolling on her laptop, she clicks on the item that interests her, browses through the photos and selects her size and colour and adds the item to her already full cart on H&M with a smile on her face.

 

We see a girl and her mum in the op shop, trying on a couple of items in the change room exclaiming at the quality for the price. She states that it looked like it had barely been worn.

 

We then see the first 3 people concurrently putting the item back on the rack and walking away, feeling the quality and holding it to the light showing it is see-through, deleting it from their online cart and shutting their laptop, all shaking their heads. We then concurrently see the mother and daughter in the op shop checking out with their bag of items and the very low total. 

Finally we see just the mother and daughter walking out of the op shop.

 

We see a black background and the words “change the world one item at a time, wear ethical clothing. wear clothes that matter.” in bold and with a recycling symbol underneath.

 

Veridiano, R. and Barenblat, A. (2018). Your Sustainable Fashion Glossary. [online] Remake. Available at: https://remake.world/stories/news/your-sustainable-fashion-glossary/. 

In previous years, the fashion industry ran on 4 seasons a year – autumn (fall), winter, spring and summer. Designers would work for months in advance to predict trends. Nowadays, fast fashion brands produce about 52 “micro-seasons” a year, meaning a new collection almost every week. Each garment is made as easy as ‘easy come, easy go’ as possible. The fast fashion companies like H&M and Zara are able to earn millions while selling pieces so cheaply because of the huge number of items they sell daily discounting any cost or markup involved. These fast fashion companies and the trend replication use toxic chemicals, dangerous dyes, and synthetic fabrics which seep into water supplies in the countries that the clothing is made. Each year in the US alone roughly 11 million tons of garments in the US alone. The carbon footprint of fast fashion is giving industries like air travel and oil a run for their money. Not only does this affect our earth, it affects the humans that wear and make them. Some have dangerous amounts of lead in them which in-turn, can increase people’s fertility, heart attacks and more. A garment workers health can be compromised by the long hours, lack of resources, exposure to harmful chemicals and often physical abusing situations. 

Stanton, A. (2018). The Good Trade. [online] The Good Trade. Available at: https://www.thegoodtrade.com/features/what-is-fast-fashion. 

REFERENCE
www.ethical.org.au. (n.d.). Clothing: alternatives | Shop Ethical! [online] Available at: https://www.ethical.org.au/3.4.2/get-informed/clothing/clothing-alternatives/ [Accessed 26 Jul. 2020]

35% of all microplastics in the ocean come from clothes and textiles

1.7 billion tonnes of CO2 annually is emitted by the clothes and textiles industry, contributing significantly towards global heating. On top of this, excessive volumes of water, the use of pesticides and other toxic chemicals (fabric dyes), are damaging soil, biodiversity and the water sources for communities. While around 80 billion new garments are produced globally each year, currently 80% of all clothing produced eventually ends up in landfill. Slow fashion is a movement aimed to make consumers focus on improving sustainability and encouraging both retailers and consumers to take more of an ethical approach to fashion. The fast fashion industry continues to accelerate and therefore carbon footprint fast-tracks with it. Fast fashion relies on mass production to produce cheap clothing at face paced in response to the more popular trends. Because the cost is so low, consumers are tempted into buying new items with each new trend, meanwhile their old unwanted clothes are thrown away and discarded. 

REFERENCE
SLO active (2019). Slow Fashion - A Guide To Sustainable & Ethical Fashion. [online] SLO active. Available at: https://sloactive.com/slow-fashion-guide/.