The Fashion Label

*The One Club - Young Ones ADC ~ Merit / 2022

*District 4 ADDYS Winner ~ Silver / 2022

*Miami ADDYS Winner ~ Gold / 2022

Client: “Do The Green Thing” in collaboration with Katee Hui & Ashley Johnson (Pentagram)

The challenge: The fashion sector is responsible for 60 million tonnes of garments a year, making it the second biggest polluting industry after fossil fuels. How do we help change the system and the mindset to help lower the carbon footprint of the fast fashion industry?

The idea: In 2021 the FDA revealed that 87% of US adults look at the Nutrition Facts label on food packages. The information is there; it’s up to the people to choose between healthy and unhealthy options. However, are they aware of the unhealthy choices that make up their clothing? We will create a nutritional value table for every piece of clothing printed on the garment’s price tag to educate shoppers about the true cost of their clothes.

Art direction / Photography / Design: Maria Emilia Becerra

Video / Art direction: Travis Laub