Imagine your commute to work or school today. Picture those ads you saw everywhere: on the subway, plastered on construction walls, practically anywhere you are in New York City you can see an advertisement for something.
Have you ever purchased something because of an ad? Do those ads generally catch your attention?
Well here is our final project: the anti-advertisement advertisement. Instead of perpetuating our constant value of consumption and consumerism, these ads aren’t trying to sell you anything; rather, they’re trying to remind you and educate you of the potential dangers of such material based industries such as the fashion industry.
Highlighting injustices from the industry, from environmental destruction such as air pollution to animal rights to water contamination, these anti-consumerist fashion advertisements serve to educate the public consumer and urge them to rethink the products they buy.
My brother Joey and I are working together for the midterm. Our focus is on sustainable fashion, so our project will be an unconventional look at advertising. We will be creating 4-7 false advertisements of companies that are failing to practice sustainable manufacturing. This means that the companies are not regulating their effects on the environment or on the people making the clothing. We will be keeping the same aesthetics, branding, and logo design of each advertisement, but changing the name to reflect these unsustainable companies.
A lot of our inspiration came from the documentary The True Cost, which details multiple facets of the global fashion industry, from cotton farming and Monsanto’s seeds to outsourced production to consumerism. We were also inspired by CR Fashion Book‘s pseudo-advertisement “fantasy” campaign, and played with extending fake advertisements to make more of a political statement about the current state of the destructive fashion industry.
This week, Joey and I began taking pictures for our satirical advertisements. We chose the companies that we want to base our advertisements on and changed the names to signify aspects in which the companies are unsustainable and harm the earth.
We have created a calendar for when we will take each photo and travel to the different locations. We are also using the Gallatin computer lab to access Photoshop, experiment with lighting, saturation, and hue, and design the ads.
The first photo was taken in the East Village. We waited for perfect cloudy weather, scoured around for the perfect setting, set up the camera, got in costume, and took plenty of photos and poses. While we got many weird looks on the street, we figured we’re in New York— everybody does weird things.
We don’t want to give too much away, but here’s a sneak peek of some of the unedited shots we got.
Next week we plan on visiting the Bronx Botanical Gardens.