Summer 2022 | Bachelor | Unity, Adobe Illustrator, Adobe InDesign, screen printing
AWRE – be aware of what to wear
Fashion is both – desire and expression but also limitless consumption. The project I developed for my Bachelor’s thesis deals with ways to change consumers fashion demand. For that reason, I checked a lot of different aspects how the fashion industry works. I pursued the goal to emphasize the negative impacts of fashion consumption. I asked myself how the future of fashion must be like. Apart from the responsibilities of the fashion companies, I tried to find a concept that leads the target group of consumers to a more sustainable and conscious consumption. In addition to that a further aim was to build a community that should create a feeling of togetherness and wanting to be part of it.
Leading quote – Ingrid Loschek: The quote’s meaning is basically that fashion always remains fashion, because it never remains constant.
Medium
Secondhand-T-shirts: I decided to use Secondhand-Tshirts, because they are most sustainable and a perfect information medium.
Augmented Reality: In addition to the T-shirts I wanted to create a digital layer to have the possibility to spread even more information in an interesting way.
Styleguide (TShirt-Design)
FONT SYSTEM
Headline-Font: AWRE
Fact-Font: Neue Metana next
Running text-Font: Nudista
COLOR SYSTEM
#F5FF00 | #FF1C29
#FF0099 | #1C59C7
#26392F | #000000
Logo Design
Logo: Because I wanted to create a new brand that unites the chosen Secondhand T-shirts, I also needed a suitable logo.
TShirt Design
Headline: The headline is written in big letters and flashy colors. The statement is ambiguous. It reminds of advertisements in fashion onlineshops, but it has a critical message as well.
Running text: It is a section out of an article that is as current as possible. Of course it matches the main topic ,e.g., the social aspects of production.
Dates and URLs: The circled dates and URLs serve as proof of the above mentioned article, so it is also possible to follow the progression of the fashion industry.
Illustration: The illustration on each T-shirt complements the topic in a subtle way.
Codes – representing the topics and connecting Tshirts and App: Social aspects of production, ecological aspects of production, materials, significance of globalisation, consumer behaviour, opportunities for a change (from left to right)
Augmented Reality – Application
START
HOMESCREEN
Homescreen: After starting the application the homescreen appears. It’s automatically in the Scanmode. Furthermore, there are two other buttons in the navigation bar. The link to the instagram page on the right and the information about the App next to it.
SIDECREEN
Sidescreens: After tracking a code, the user gets to the related sidescreen. Three catchwords appear that represent a subtheme. The color is matching the Tshirt-Design. By clicking on one of it, the user gets to a photograph and a following quote. That should strengthen the emotional effect on the consumer. Furthermore, in the navigation bar of the sidescreen a link is added to the article printed on the T-shirt.
OVERVIEW – ALL SIDESCREENS
SHOWREEL
Portfolio 