Keanna Armstrong’s project draws focus to the levels of fashion waste that are present globally and emphasises on the increase needed for conscious consumerism amongst society.
‘Full Seasons’ is a campaign by Keanna Armstrong aiming to deliver a collection of thought-provoking visuals, that makes the viewer question their purchasing habits and prompts a more conscious approach when consuming future fashion products. A creative photoshoot, campaign film, brand guidelines, promotional marketing strategy and a UX app design were developed to create foundations for the SUECCO digital platform.
Promoting fashion sustainability through displaying a variety of slow-fashion and sustainable based brands for consumers to discover and shop; the digital platform is the first of its kind. SUECCO disrupts the fast-fashion market and introduces new methods of online shopping that do not have as negative an impact on the global environment.
The app includes unique features such as a personalisation quiz to help tailor recommended products for each user, alongside an in-app blog providing educational insight on topics covering sustainable design, garment up-cycling and material innovation. Standing for creating a positive digital space for the community, through open conversation in the effort of working towards a more eco-conscious fashion future; the digital platform advocates for positive environmental change through changing consumer behaviour to combat fast fashion and overconsumption.
Collectively the creative photoshoot and promotional campaign film showcase a collection of staple pieces that last across seasons; the campaign hopes to educate, inspire and overall create a more ‘conscious’ digital community.
Earth is a responsibility of our own: it is critical to protect the environment so as to reduce the destruction of ecosystems and preserve what is left. It is a moral obligation for all humans to protect the environment from pollution and other activities that lead to environmental degradation. Therefore as individuals aim to: Shop small. Consume consciously. Save our environment.