In a brief to understand a brand's cultural and social influences, plus their impact upon consumer behaviour and choice surrounding sustainability and recycling in the fashion industry, it was my task to produce a response for a brand of my choice to evolve in an environmentally conscious society.

​

In response, I made it my mission to look into Boohoo, the online clothing site that has both previously and recently come under fire for their fast-fashion values, which greatly affect our planet's environment. Now, due to changing consumer trends, the realisation of just how harmful fashion sites are, and 2017 figures seeing a £12.5 billion throwaway of clothes, equal to 300,000 tonnes of textile waste, customers mainly aged between 17-25 are starting to notice and dislike the conditions Boohoo produce their clothes in.

​

Using a series of recognisable celebrity faces combined with collages of recycled fabric backgrounds, I produced a series of potential resolution ads from Out Of Home, magazine, social media posts and even sustainable products that can be used by Boohoo to show customers that they would be willing to start dedicating themselves to a sustainable pledge, all in order to make sure that when it comes to future thought, the online clothing site can turn over a new leaf, and hopefully head in a different direction in terms of fashion production.