WWHI Proposal


Fast fashion nowadays is described as affordable clothing rapidly manufactured by mass market retailers in response to the latest trends this may sound great, but unfortunately, not in reality. The popularity of fast fashion has skyrocketed over recent years, which also means the effects have increased tenfold. The fashion industry has overtaken travel, agriculture, and others to become the second most polluting industry, only to be beaten by oil which reflects on how the fashion industry is dealing with the undeniably negative impact it has on both people and planet.

 In my project, I will explore How can we reduce our fast fashion Environmental Impact? not only to make one feel guilty regarding their shopping habits, but instead to raise awareness of the darker side of the fashion industry that the large retailers do not want you to see, so we, as consumers can make an informed choice when it comes to buying our clothes.  In particular, I will focus on different fashion campaigns because the campaign world often leads to important causes. They are creative, sometimes controversial, but always at the forefront of what’s cool. they often promote inclusivity and variety -. I really like how these campaigns are often so glamorous and work with other industries to meet their cause. 


I’m not saying that the fashion industry hasn’t considered sustainability there are an increasing number of brands using innovative creative direction to reframe the sustainability conversation and use the power of visual storytelling through their collection campaigns and lookbooks to communicate sustainable and ethical fashion in a new and powerful way. The reason we need to be more active is that the pace of the earth’s destruction cannot keep up with current efforts. In other words, fashion industries are not changing their ways fast enough to counterbalance the devastating environmental impacts that come with growing so quickly as an industry. 

By using campaigns as an intervention, I would like to  coordinate advocacy, education and engagement of fashion industry stakeholders to implement responsible business practices that are mindful of social, economic and environmental impact. I would also need to make it clear how fair and decent work and environmental protection are intrinsically (truly) interconnected.  



Agile or waterfall methods will be used to design effective and efficient tests and obtain results. Then the data would be analysed qualitatively and quantitatively. 

To attain knowledge on the environmental Impacts of the Fashion Industry information will be gathered systematically from secondary data such as journals, books and other sources. A reading list is appended.

Primary data will provide valuable first-hand insight from their personal experiences and views. Surveys and interviews will be tailored to find the most favourable measures and their effects would be tested in a trial among customers who would implement the suggested measures and provide feedback. 

Build diversity into the campaigns that are authentic and speak to the target audience.

Use humour to reframe sustainability messages in a way that resonates with millennial audiences.

Get political and use the campaigns to not only showcase products but demonstrate the issues that matters to others.

Management strategy

The main focus of the stakeholder would be the specialist and professional organisations associated with the fashion industry. People aged between 23~28 will be the main participants of the research, together with trade organizations, suppliers, sponsors, buyers and distributors, partners etc. who are amongst those able to give an accurate view on the environmental  impact of fashion. 

In response to changes in consumers, fashion brands are increasingly engaged in sustainable and ethical aspects such as “eco-friendly” and “eco”. In order to avoid becoming a seemingly sustainable ethical fashion brand to sell products, the fashion industry is more Responsible activities should be conducted.


I read and watch various websites for journals, articles and programmes everyday. A series of surveys and interviews will be held in the morning and the results analysed in the afternoon. With the outcome, I will devise a trial to be held over a set time period for each participant, who will provide daily updates on their experience so that I can monitor progress.


The outcome of this project will help others with helping to raise their awareness of the harmful effect of the fast fashion industry on the environment, it would also be helpful for consumers to make more informed decisions when buying clothes. Also to take into account the numerous workers that work behind the scenes to make the clothing industry possible. 


Reading List

  1. Manu, R (2017) Wider-sensory exploration: Fostering curiosity in teaching and learning strategies, Spark: UAL Creative Teaching and Learning Journal, Vol 2, No 3 (2017) p217-228
  2. Manu, R (2016) ‘A Curious Journey’ Rapport Magazine Issue 55 p.44-45
  3. Ahn, J. (2011). The effect of social network sites on adolescents’ social and academic development: Current theories and controversies. Journal of the American Society for Information Science and Technology, [online] 62(8), pp.1435–1445. Available at: https://onlinelibrary.wiley.com/doi/full/10.1002/asi.21540.
  4. AspiroGroup (2019). Why is Teen Identity Development Important?

Aspiro Adventure Therapy. [online] Aspiro Adventure Therapy. Available at: https://aspiroadventure.com/blog/why-is-teen-identity-development-important/.

  1. psycnet.apa.org. (n.d.). APA PsycNet. [online] Available at: https://psycnet.apa.org/record/2008-05100-001 [Accessed 7 May 2020].
  2. Peter Kangis, (1992) “Concerns about Green Marketing” For research methodology C R Kothari. Consumer Behaviour- M. Khan and www.google.com

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