Shop Better, Waste Less
advertisement campaign / print
overview
Microtrends are fleeting cultural trends that gain rapid popularity but fade just as quickly, often lasting a few weeks to months. Driven largely by social media platforms, microtrends focus on niche aesthetics or specific items, encouraging disposability and overconsumption.
The fashion industry is particularly susceptible to microtrends thanks to fast fashion. Sixty-two million tons of apparel is consumed annually, and that number is projected to increase to 102 million tons by 2030. In addition to promoting overconsumption, fast fashion is made using exploitative labor practices and environmentally damaging production methods.
Microtrends and fast fashion promote a culture of fleeting relevance, undermining sustainability and thoughtful consumption.
solution
The Sustainable Fashion Forum is a global community and media platform dedicated to sparking conversation and inspiring change toward a more sustainable fashion industry. These print advertisements use microtrend graphics and images to encourage sustainable and responsible consumption.
Outfits used in the imagery were chosen from the closets of women in their 20s, the demographic most widely affected by microtrends. Each clothing item included was either from a fast fashion brand or inspired by a fashion microtrend from Fall 2024.
