Over Consumption
SOCIAL IMPACT DESIGN
Over Consumption is a brand that is socially and environmentally aware of the impact fast fashion has had. It plays into the users’ shopping habits but adds a dark twist.
I wanted to emphasise the issue of fast fashion and overconsumption. The brand mimics typical brands we see online; minimal, clean, modern, but conveys the true cost our behavior has on the people and the planet. When creating the brand name, I kept hearing “I’m sooo over consumption” in a valley accent. It oddly stuck with me, and I ended up simplifying it to “Over Consumption”.
To roll out Over Consumption, I chose three components: an online store, a magazine, and a pop-up event. Each component feeds into the user’s need to consume, but leaves them with a dark reality instead of a satisfying purchase.
Website
The website mimics a typical fast fashion e-commerce website, clean, simple, and attractive prices, yet at checkout, the cost to the environment is revealed.
Magazine
The magazine displays looks from the latest trends (as of 2024, we all know how fast they change), then reveals the true cost.
Pop-Up
The pop-up shop is the last piece of this puzzle. The shop would display clothing, like you’d find at one of those cool night markets, but the price tag displays the cost that excessive consumption has on the planet.
