Boom Shankar Sistahood
A Circular Design-inspired social movement encouraging sustainable clothing consumption by customers, whilst increasing the responsibility this ethical Australian company takes in the lifecycle of their clothing.
The Project
This creation was born from a university brief for Foundry’s Circular Design unit.
The assessment asked for us to adapt an existing product to fit it into the circular economy, and then pitch it as though we were presenting to the company itself.
My idea entailed encouraging the Australian clothing brand Boom Shankar to adopt a more sustainable consumption cycle (and also a new product, but that’s top secret for now)
Inspired by the model pioneered by Patagonia, I proposed creating a social movement encouraging their customers to consciously consume and treasure their clothes.
Deliverables
+ Circular Design Pitch Presentation
+ Layout Design
+ Illustration
+ Social Media Content Creation
+ Copywriting
Introducing Boom Shankar
This clothing brand is a personal favourite brand of mine because not only are the designs vibrant and inspiring, but Dui is a hands-on creator who has personal relationships with her manufacturers abroad.
She travels regularly between India and Australia to ensure great working conditions for her “Indian Family” and also to oversee community-work that her business is able to support.
They’re a good brand, doing good things, and this concept aims to make their positive impact even greater!
Creating A Movement Through Messaging
Step 1: Re-wear.
Introducing Boom Shankar as a brand that values fashion and sustainability.
Encouraging re-wearing/re-mixing clothing.
Educating about the amount of landfill that can be avoided, by following these easy steps.
Step 2: Care.
Empathising with the target audience.
Providing an alternative to the fast-fashion throwaway trend.
Making it easy to access resources & support to be able to make a change.
Step 3: Share.
Providing positive reinforcement.
Introducing and explaining the circular partnership with Upparel.
Explaining the alternatives available to landfill and a way to access them.
Splashed Across Your Socials
Targeted Instagram Stories
Spreading the message of #REWEARCARESHARE and inviting target audience of 18 - 88 year old Australian women to become part of this movement.
Use of 90s popular culture to entertain and engage viewers.
Linking to website blog including witty and useful articles.
Instagram Social Feed
Posts about The Unmaterial Girl, #REWEARCARESHARE campaign and sustainability initiatives in fashion.
Inclusion of diverse people in messaging
Arriving In Your Inbox
EDM Design
Welcoming new member and setting expectations for communication.
Explaining the concept of The Circular Economy in a fun and accessible way.
Introducing their latest partner The Unmaterial Girl, who is a relateable “former fast-fashion addict” and the face of the #rewearcareshare campaign.
Giving access to exclusive offers and giveaways.
Promoting a flagship product/collection each message.
Providing a tutorial on clothing repair.
Hand-drawn touches throughout all marketing for personal feeling.
The Future Of Fashion is Circular
With design giants IDEO partnering with the Ellen Macarthur Foundation to create an open-source Circular Design Guide and the likes of activist & actress Emma Watson advocating for organisations like Good On You, it’s not a matter of if the Circular Design movement will explode in the fashion industry, but when.
This is a truly awesome opportunity for Boom Shankar to take sustainability to the next level, and situate themselves as a leader in the industry like Patagonia. By encouraging a longer lifestyle of their garments, and providing opportunities for their community to connect to each other and consciously consume, they are living their ethos and ensuring they “worship our planet”.
Please note: This project is a concept only and photos have been borrowed from The Unmaterial Girl and Boom Shankar for educational purposes only.
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