A campaign to spread awareness that fast fashion is setting unrealistic expectations on women in their marketing and also falsely advertising their products. It is aimed at fast fashion consumers who shop at fast fashion (ages between 18-24 year olds) and are either not aware of the problem or seeking a way to stop this issue. The campaign contains images that are colour coded to relate to the certain issues.

The three issues are

• Photoshopping (pink)

• Virtual models (blue)

• Negative effects it has on the consumers (green)

The colour coded images are mixed in the zine to show how these problems all interlink to form one greater problem that fast fashion is creating which is setting unrealistic expectations on women. The campaign contains posters as well, where each poster spread awareness about each of the issue. The reason why I wanted my major project based on this is because I wanted to make a change in the fashion world by getting rid of misleading adverts as now they are becoming toxic as ever. The campaign aims to encourage the audience to take action and stop the issue from getting out of hand. This campaign includes a QR code to the Advertising Standards Authority complaint form where the audience can complain about the misleading fast fashion adverts and the ASA will take further actions and tackle these misleading adverts. The audience also has the opportunity to scan the Instagram QR to join the community. I used InDesign, Procreate and Instagram to create the campaign.