Campaign · Creative Concept · Content
02 CIRCULAR FASHION · GLOBAL
The Project
Making the scale of fast fashion waste impossible to overlook.
Maison Gia contributed as part of the creative team behind Vestiaire Collective’s Fast Fashion Ban campaign, supporting the second phase of the platform’s wider move away from fast fashion.
Under the line Think First, Buy Second, the campaign turned the consequences of overconsumption into a direct visual argument, bringing an issue usually expressed through statistics into the physical scale of everyday life.
Give waste
a scale.
THE DIRECTION
92 million tonnes of textiles are discarded every year. The direction was built around making that number tangible.
Mountains of discarded clothing appeared against familiar urban landmarks, using places people already understood as a measure of something far harder to comprehend.
The result was deliberately immediate: one image, one comparison, one message.
The
Visual
World
Familiar cityscapes became measuring devices.
Dense piles of clothing, recognisable landmarks and direct typography created a campaign language designed to interrupt the image of the city, and make the volume behind fast fashion visible.
SCALE · WASTE · CITY · CONTRAST
What We Did
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Concept development · Visual narrative · Message translation
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Campaign development · Digital executions · Social rollout
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Social assets · Format adaptation · Campaign content
22.3
million views
The Think First, Buy Second campaign reached more than 22.3 million views, extending the conversation around fast fashion beyond the product itself and into the wider question of consumption.
THE OUTCOME
HAVE A PROJECT IN MIND?
Let’s give it
direction.
A new identity, a new chapter, or a brand that needs clearer direction.