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.