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Fotografie, Links Mann mit weißen Shirt und kleinen Punkten, recht Frau sitzen mit Jeansjacke

Momus — campaign against fast fashion

Creative campaign to encourage people to rethink their own consumption behavior.

CLIENT

Thesis

YEAR

2018

CATEGORY

Branding

Campaign

SERVICES

Conception

Creative Direction 

Set Design

Brand Identity 

Brand Design

Website Design

Event Planning 

INFO

As part of my diploma and as a kick-off for Re.Frame Studio, founder Tanja designed a creative campaign against the fast fashion industry and implemented it within 7 months. The term Fast Fashion refers to the fast production of cheaply made fashion as produced by fashion giants like H&M, Zara and Primark.

 

The project was awarded with the Lace Needle Award in 2018.

CONTENTS 

Campaign against the fast fashion industry to raise awareness of the industry’s negative social and environmental impact. The main target group was people who had previously given little thought to their own consumer behavior: people between the ages of 14 and 30. On the one hand, the campaign was intended to educate and encourage people to rethink their own consumption habits. At the same time, immediate solutions were to be shown and DIY ideas for upcycling offered.

For four months, I built the fake label Momus on social media - branding, imagery, and tone of voice - all imitated from the big fast fashion brands. At the release event, I advertised discounts on the new collection for old clothes brought in.

At the event itself, the campaign was unveiled, and immediately afterwards DIY workshops were held, led by women entrepreneurs from the sustainable fashion industry. The project was awarded the Lace Needle Needle Award for the most innovative idea of 2018 by the Inkota network. 

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