The SIS project: the use of advertising campaign regarding the sustainability in fashion / Akmal Adina Hamdan

Fashion trends are increasingly causing consumers to compete and enjoy owning many fashionable garments, thanks to influencers and fashion businesses. Hence, the aim of this study is to facilitate a shift towards a more sustainable consumption, which will ensure the sustainability of natural resources and minimize the environmental pollution. Applied research has been done to provide an overview of ‘fast fashion’ in fashion industry and situation of fabric waste issue in Malaysia. In completing this writing, a mixed method had been carried on. Quantitative method including distributing a questionnaire while qualitative method uses visual audit and the existing news and journals carried out from the past studies. In the survey, social media is the best method to visually exhibit the lack of understanding in sustainable fashion among the university students. This campaign is designed to educate and encourage the university students regarding fabric waste in Malaysia and how to make changes with a sustainable fashion. As a result of this study, a public awareness campaign regarding sustainable fashion and advertising functions were proposed for promoting the issue, with the usage of VCAA Design Process model. The SIS Project is a to show support for sustainable and ethical fashion. It's also a brand connection with Anaabu.co to demonstrate the enormous power of fashion to make a good difference, in line with the United Nations' Sustainable Development Goals. The instrument practiced in the campaign is to mix and match the existing clothes in wardrobe and make it into seven different looks, in a week.