DISCOVER/
DEFINE
Research on current brand identity and background of the issue
Stating the problem, solutions and objective + purposes
PROBLEM
STATEMENT
01
Fashion world has a
negative impression regarding
environmental issues
02
The several attempt in the past of high fashion brands presenting “sustainable product line” increased skeptical doubts among the audience
KEYWORDS
+ Conscientious
+ Aspirational
+ Honest/ natural
+ Co-existing
+ Celebrated
+ Trust
03
The definition of “sustainability” remains unclear/ vague in fashion industry due to complicated process of production
BACKGROUND
Though the high fashion world is known for its luxury and aspirational images, one of the issues they face is about how they position themselves in the context of sustainability. Due to the negative impression of fast fashion on this topic, the current fashion world is now even more in demand of immediate reaction to this problem, and regaining the trust to close the gap between consumers.
High fashion plays key roles in reflecting every culture, having a massive impact on our economy, and self-expression and empowerment— and most importantly, it is one of the very few universal subjects.
As a lot of fashion designers claim, the term sustainability stays vague in fashion due to the complicated process of producing clothes; however, designers and brands seriously aspire to sustainability and recognize the need for opening honest conversations about solutions while protecting the traditions.
PRIMARY AUDIENCE
/ Fashion designers
/ stylists
/ any other professional position regarding fashion
/ general consumers of high fashion
/ influencers
/ activist for sustainability
/ media
— Benefit: increasing the trust from consumers/ more influence and revenue
SECONDARY AUDIENCE
/ Potential customers
/ partners who might be interested in the field because of the change
— Benefit: their quality of life + sense of being part of the fashion community for sustainability
WHY DIOR?
The brand effect is the ability of brand reputations to influence people's future behavior. High fashion brand such as Dior have many brand loyal clients who are wealthy or influencers.
If these clients get interested in fashion x sustainability and spread it, sustainability would be the big topic to be talked about among the fashion industry. The power of a strong brand can also affect people's desire to donate, share, participate, and many other desirable actions.
As a spring & summer collection in 2020, Dior created a theme called “Inclusive Garden” where they brought trees that were almost dying in the runway show to preserve, celebrate their beauty, and replant them after the show. Here are some images of collection and environment they designed.
SPRING & SUMMER COLLECTION
“We have to be transparent with our audience. Fashion can do a lot, because it has the power to affect the choices of its audiences.”
“Fortunately, there are the flowers,” Monsieur Dior once said. In the Dior Spring-Summer 2020 collection, nature once again played a starring role, this time considered in light of contemporary challenges. The House’s Creative Director revisited the founding couturier’s cherished inspirations as an “inclusive garden”, an ode to co-existence and diversity featuring a wealth of plant species. This celebration of diversity also flourished in the looks, some of which were dyed using a special technique. Discover the unique savoir-faire of eco-printing, in which living plants are pressed and heated to confer their patterns onto fabrics.
ECO-PRINTING
SOLUTION
Creating exhibition-based campaigns to increase opportunities for real conversations and awareness of honest aspirations of the high fashion field to be a space for co-existing culture with the earth.
By proving the power of spatial design, and how well-planned experience on both physical and digital form can influence the thoughts + perceptions.
DESIRED PERCEPTION
01
High fashion field are having open/ honest conversation of how they are attempting to solve the issues
02
Consumers/ media/ activists recognize high fashion as a solution to the issue rather than the cause
03
High fashion brands began to incorporate appreciation to nature for their collection theme
CRITICAL QUESTIONS
— What/ how should we choose what to wear?
How can we change our attitudes toward fashion?
— What are the real topics we should have for the fashion field today?
— How can we have a good balance of joy for luxury + care for the environment?
— How/ by doing what do we, as consumers become part of the group to contribute to protect the earth?
— Can 100% sustainable clothing be truly beautiful?
— How the movement/ campaign from high fashion companies like Dior affect other companies?
— What are possible ways for fashion to be the solution for sustainability?