Ajay Patel
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Fibres Magazine

Conscious Fashion

SOME BACKGROUND

We are in an important time right now where young people are becoming more aware of social, cultural and political concerns in our fashion-driven world. As fashion's focus shifts to a circular economy, sustainability and humanity has evolved from being a menu of fragmented initiatives to being an integral and defining part of the entire fashion value chain.

THE PROBLEM

The global apparel market is valued at 3 trillion dollars, 3,000 billion, and accounts for 2 percent of the world’s Gross Domestic Product, and second to oil, the clothing and textile industry is the largest polluter in the world. As a fashion lover, this is a great concern for me. Why must it take 5,000 gallons of water to manufacture just a T-shirt and a pair of jeans? Why do some fashion retailers design garments for specific body expectations?

MY STRATEGY

Fibres aims to inspire and incite knowledge in not only fashion, but issues concerning increasing consumerism, commodifying the human, global poverty, labour issues, and minority representation. The overall creative strategy involved the systematic approach of fashion combined with the spontaneity of art and humanity. In the summer 2017 issue, I designed the cover and three unique editorial features for print and epub.

Extensive research and analysis went into planning my magazine, including competitors, demographics, culture, environments, and moodboards. Upon retaining a solid grasp of my brand and target audience, I researched my articles pertaining to my subject matter and ideated visuals that also told a story.

In my typographic feature, I played with contrasting type, including Devanagari and serif to tell the story of Indian students developing fabric from cigarette filters. My illustrative feature tells the story of a woman's empowerment through shortened hair by beginning the story with a woman facing away juxtaposed with flower buds, to a woman fiercely looking ahead with fully bloomed flowers. Finally, the photographic feature expresses the complex and diversified layers of photographs to express the changing climate of transgender and sex worker representation in fashion.