Why this fashion week wants you to buy less
At first it seems incongruous, a consumer-facing fashion event that wants people to buy less, not more.
But that’s exactly the message behind the campaign for this year’s Melbourne Fashion Week, whose program officially launches on Monday.
Creative consultant Jonnine Standish is behind the event’s campaign and said she has tackled “normalizing” an aspect of the industry in each of the three years she has worked on the event for the City of Melbourne.
So while the imagery for the fashion week campaign, which was shot by renowned photographer Georges Antoni, looks sleek, they contain many ethical brands and even some vintage garments.
She said balancing the role of a fashion week to showcase trends and encourage commerce with a sustainability focus was just that – a balance.
“We’re not saying just buy basics because you will get more wear out of them,” Standish, who’s also in rock band HTRK, said.