The Big Idea

Moving from the trend brief, we've started a new brief called "The Big Idea" which is a timely idea that disrupts and creates impact to achieve the stated aim. In this case, I'm looking at raising awareness of the environmental and ethical problems caused by the global fashion industry targeting NTU students, in which I will be making a campaign. 

From this, I've done some research in which I've collected some intriguing data which I would not have known before this brief and went onto http://www.ethicalfashionforum.com. Ethical fashion represents an approach to the design, sourcing and manufacture of clothing which maximises benefits to people and communities while minimising impact on the environment. For the EFF, the meaning of ethical goes beyond doing no harm, representing an approach which strives to take an active role in poverty reduction, sustainable livelihood creation, minimising and counteracting environmental concerns.

The Ethical Fashion Forum has drawn up a set of 10 criteria for ethical fashion, to inform the fashion industry's official ethical fashion awards, the RE; Fashion awards:
1.) Countering fast, cheap fashion and damaging patterns of fashion consumption.
2.) Defending fair wages, working conditions and workers' rights.
3.) Supporting sustainable livelihoods.
4.) Addressing toxic pesticide and chemical use.
5.) Using and/or developing eco-friendly fabrics and components.
6.) Minimising water use.
7.) Recylcing and adressing energy efficiency and waste.
8.) Developing or promoting sustainability standards for fashion.
9.) Resources, training and / or awareness raising initiatives.
10.) Animal rights.