Visual Communication - Bachelors
THRIFTED is a fictional second-hand fashion market in Australia, aimed at fashionable and sustainably minded teenagers and young adults. The primary objective of this initiative is to promote second-hand fashion as a more environmentally and socially responsible mode of consumption.
The fashion industry is one of the most wasteful and environmentally harmful industries in the world. THRIFTED is my response to the need for systematic change within the fashion industry. Instead of perpetuating the dominant societal mode of consumption characterised by micro-trends and overconsumption, THRIFTED will be promoted as an affordable and fun outlet for young people to engage with sustainable fashion. It allows individuals to explore their identity and personal style through creativity, whilst meeting likeminded people in this new fashion community. These events prompt consumers to reconsider their consumption habits and engage with new modes of consumption, which are less harmful on the planet.
The overall objective for this project is to build a consistent brand identity across all design deliverables that young people will want to engage with online, therefore encouraging them to attend markets and events in person.
By using bold colours and typography as well as grunge textures and edgy visual effects, THRIFTED Fashion Markets has a cohesive and unique brand identity. With an aesthetic that is relatable and attractive to young creative people, THRIFTED successfully meets the needs and wants of the target audience.
Darcy Pownall is a dedicated student specialising in Fashion Communication and Visual Communication. With exceptional creativity and a deep passion for sustainability, Darcy enjoys blending fashion with graphic design, creating unique and visually compelling projects that reflect their commitment to both style and environmental consciousness.