Holdon – Sustainable Fashion
Overconsumption of clothing has caused fast fashion to become the world’s second most polluting and wasteful industry. After researching, a second-hand clothing pop-up shop would be an effective solution to ease the problem as the secondhand apparel market is expected to overtake fast fashion in the next 10 years. This project is to encourage young people to buy second-hand clothes and it needs to be impactful.
The brand is young, approachable, and unconventional. It targets at the millennials so the brand has high visual contrast in colours and uses collages and illustrations. Under the brand, packaging, leaflets, posters, business card and hang tags are developed with the concept of environmental-friendliness embedded with educational elements.