The deliverables of a campaign delivered for Fashion Revolution, a collective bringing people and organisations together to deliver radical change from within the industry to ensure clothes are sourced ethically, produced safely and sustainably, and consumed equitably. This campaign is based on hiring rather than buying clothes; showing consumers how they can still own the clothes they wear.

The positive outcomes to this mode of consumerism is that the retailers still sell their items (albeit to the rental companies); more consumers get to wear the must-have garment for their #ootd that they missed or could not afford at the launch; as a direct result the brand gets promotion across social media; and, the heightens the sustainability of that garment (generating yet more positive brand promotion).

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© 2017 by Francesca Whyte. 

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