The fashion industry is the second-largest global polluter
Embarking into the fashion industry's heart uncovers a story of glamour and innovation. Yet, a hidden narrative often overlooked is the environmental toll of fast fashion. A counter movement, sustainable fashion, is a commitment to ethics, responsible resources, and environmental stewardship. In a world of fast-paced consumerism, it urges a shift in mindset, promoting quality over quantity and durability over disposability.
TELUS Spark, the Calgary Science Centre, aims to lift people up with the power of curiosity through creative encounters with science. As part of their feature exhibits, the Naked Truth of Clothes, a limited time pop-up exhibit was designed that aimed to raise awareness about the fashion industry, encourage user engagement and create an initiative for change.
In collaboration with Vince Lanelli, Josephine Tsang, Amy Xia, Harpeet Dhanjal, and Olaleye Ojo.
Guiding Statement
"We don't need a handful of Albertans doing sustainability perfectly, we need millions of Albertans doing sustainability imperfectly."
Before delving into the creative process, our project journey began with a comprehensive exploration of the global fashion industry . We engaged directly with TELUS Spark visitors, conducting user engagement surveys to understand their existing practices and considerations when it comes to sustainable fashion. This multifaceted research approach allowed us to tap into real-world behaviours and preferences regarding sustainable fashion.
Additionally, we gathered insights and information from documentaries that shed light on the impact of the fashion industry as well as conducting general desk research and a landscape review. Engaging directly with TELUS Spark visitors through surveys provided invaluable insights, while documentary exploration and desk research deepened our understanding of the industry's environmental impact. Visitors' input on museum engagement underscored the desire for educational exhibits, emphasizing the need for clarity on sustainability and showcasing budget-friendly options integrated into daily life. The diverse perspectives gathered shaped our creative journey to design an impactful exhibit that not only raises awareness but also addresses the specific concerns and experiences of our audience. This holistic research foundation ensures that our project goes beyond mere education, aiming for a lasting impact on consumer behavior.
The Naked Truth of Clothes
This innovative exhibit adopted a mannequin shop display to narrate the compelling story of sustainable fashion. Guided by the project's mission statement, the focus was on fostering collective engagement and imperfect yet meaningful contributions.
As the project unfolded, a significant challenge emerged – not merely altering user habits but reshaping their perceptions regarding consumption. The emphasis was towards creating a cognitive shift, encouraging users to rethink their approach to fashion and embrace sustainable choices.
To reinforce the initiative for change, a crucial component was the development of a take-home message. This led to the creation of a temporary website, Sustainability at Spark, offering visitors a deeper dive into the exhibit, accompanying workshops, and interactive clothing tags on the mannequins. These elements collectively aimed to extend the impact beyond the exhibit, fostering a continuous conversation and inspiring a widespread commitment to sustainable practices.
