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Creatives for Climate
  -  Briefs   -  Black Friday: Fashion Action Brief

A little background 

The Fashion Industry is one of the biggest polluters in the world. It must be held accountable for its crimes against nature and humanity. That’s why the Dutch government must tell the truth to fashion consumers. We need more than vague promises and greenwashing, we need the government to act now and halt the continuing rise of fashion overconsumption that is destroying our climate and ecosystem.

Black Friday is the day on which the global overconsumption of our planet is celebrated. With huge discounts, people are lured into shops, beguiled into buying piles and piles of stuff they do not actually need. Most of the purchased clothing will end up in landfills or sent over to Africa. This is why Extinction Rebellion is organizing a massive artistic action on the 29th of November to declare the FASHION REBELLION

XR will disrupt Black Friday by organizing an interactive fashion show in the biggest mall of the Netherlands, Hoog Catharijne in Utrecht. The fashion show will be full of multicoloured second-hand and upcycled clothes, which artfully tell the sad story of our time. 

The brief for Creatives for Climate

XR has a physical brochure it will share to passers-by’s during the Black Friday Rebellion, but it needs help from C4C to build a kick ass digital brochure on Instagram.  Visitors of @xrnlfashionaction must experience and learn about the nightmarish reality of the fashion industry, whilst also being presented with XR’s proposed solutions. 

To make that work, C4C can help by creating visual assets for Instagram that inform the public.

The objective is to:

  1. Create awareness around the huge problems of the Fashion Industry
  2. Get more people involved in the Fashion Action and boycott Fast Fashion brands. 
  3. Pressure local governments to change their policies on shopping malls – make more space for community gatherings and such. 
  4. Reach out to people to join Extinction Rebellion

So we need visual assets that:

  • Turn the words of fashion industry facts into visually stimulating posts that get the point across
  • Parody posters of well-known brands but transform to Reduce, Refuse, Reuse, Repair 
  • Condense fashion industry data into easy to digest infographics.  
  • Hype up the action on the 29th of November! 

Where can I get inspired?

Start with taking in these facts that inform. If these already get your juices flowing, go ahead and work your magic. 

  1. Clothing production has roughly doubled since 2000. While people bought 60% more garments in 2014 than in 2000, they only kept the clothes for half as long
  2. A lot of this clothing ends up in the dump. The equivalent of one garbage truck full of clothes is burned or dumped in a landfill every second. In total, up to 85% of textiles go into landfills each year. That’s enough to fill the Sydney harbour annually.
  3. Yet a brand like Zara puts out 24 collections per year, H&M offers between 12 and 16. 
  4. Washing clothes, meanwhile, releases 500,000 tons of microfibers into the ocean each year — the equivalent of 50 billion plastic bottles. 
  5. Many of those fibres are polyester, a plastic found in an estimated 60% of garments. Producing polyester releases two to three times more carbon emissions than cotton, and polyester does not break down in the ocean.
  6. Overall, microplastics are estimated to compose up to 31% of plastic pollution in the ocean. Marine life is dying due to ingesting the plastics. 
  7. The fashion industry is responsible for 10% of humanity’s carbon emissions. That’s more emissions than all international flights and maritime shipping combined.
  8. The fashion industry is also the second-largest consumer of water worldwide. It takes about 2650 litres of water to produce one cotton shirt. That’s enough water for one person to drink at least eight cups per day for three-and-a-half years. 7570 litres for a pair of jeans.
  9. Fashion causes water-pollution problems, too. Textile dyeing is the world’s second-largest polluter of water, since the water leftover from the dyeing process is often dumped into ditches, streams, or rivers. Drinkable water lost in the past year to dyeing pollution could fill 2 million Olympic size swimming pools.   

Want more in depth info? Check out this document with links to relevant articles.

Are there creative requirements?

All posts must adhere to the Extinction Rebellion values:  https://rebellion.earth/the-truth/about-us/

The Black Friday Rebellion has four themes each with a corresponding colour:

  1. Blue (#4dbdd5) – Extreme Weather Events 
  2. Pink (#e669a3) –  Toxic System
  3. Yellow (#fade02)- Citizen Assembly
  4. Black – (#4e4e4e) – Overconsumption

If the subject of your design touches upon one of these subjects, make sure to use the corresponding colour hex-codes as the background colour.  

It’s important because we want the Instagram feed to become a rainbow of these four colours. A little like this.

https://www.instagram.com/sarah_peretz/ – @sarah_peretz

XR will be posting each theme and colour in sets of three. This allows us to elaborate each theme whilst keeping the appealing design of the grid intact. C4C posts will end up in the right panel each time.

Please send the .psd files along with your asset too! We might want to add a little something to your design to make it flow over nicely from one post to the next in the feed. 

What about the tone of voice?

Use language that is confident and that activates. Keep it short, simple and direct. We’re showing XR  Fashion Action means business. However, the language used should never come across as arrogant, smug or superior. Remember, XR doesn’t name or shame. Energize and brighten, your making assets to excite people about the fashion action! 

Anything else?

Yes!

  • Take off work and join the Black Friday Rebellion on the 29th! Tell all your friends and bring them with you.
  • Follow the Instagram page, comment and like. We need to build traction and your activity helps – @xrnlfashionaction 
  • Design your own outfit and wear it in the show. Everyone’s a model within XR! 
  • Are you a photographer? We need you to help capture the action!
  • We’re also looking for a web-developer who can help us build our landing page! 
  • And remember to Reduce, Refuse, Reuse …..and Rebel!!