Final Project for Integrative Studio 2
SS19 is a video that is a false advertisement for the fast fashion brand H&M. The video consists of visual imagery, text, music and a voiceover. These elements each play important roles and work in cohesion with one another. The audio consists of a perky (albeit sarcastic) human voice, one similar to those used in advertisements, accompanied by upbeat background music. The text uses key words or values in which H&M prides themselves such as ‘Diversity’ or ‘Sustainability’. By using the text, my intention was to capture the audience’s attention and focus.
The videography was inspired by Sophia Coppola, an American screenwriter, who has directed various ad campaigns for Marc Jacobs, where the aesthetics of the video is characterized by wanderlust, as an innocent-looking model traipses in the sun through bright Bavarian fields and gazes longingly into the lens creating a dreamy mood. Featuring three white, american models, my parody reveals the true face of a fast fashion brand in an ironic and humorous manner to tackle the problem of greenwashing by the brand.
This contrasts with the sad and terrifying documentaries we are prone to seeing. Viewers are desensitized to classical documentaries on the subject of environmental sustainability and the ethical problems of fast fashion. I aspired to redirect and capture the audience’s attention by providing them with different ironic content, in order to see the issue in a new light. H&M claims to be a sustainable brand for the sole purpose of boosting sales, SS19 intends to make consumers aware of their purchases and face the factual reality as opposed to the beautiful imagery posed by the industry.
This project could further be developed for various other fast fashion brands such as ZARA or TOPSHOP
