We examined sustainability through the lens of fast fashion, “a contemporary term used by fashion retailers to express that designs move from catwalk quickly” to consumers.
When observers step onto the sewing machine pedal, the billboard lights up, the sewing needle starts moving, and an audio track of sewing machine sounds begin to play. However, metaphorically, the observer stepping onto the pedal represents the observer as a consumer fueling the fast fashion market and contributing to the environmental pollution of this market. Their purchase causes a worker to meet the demand by sewing the product, causing fabric waste. It causes visual pollution in the city by having clothing ads on display everywhere. And when the consumer is finished “using” their product, their purchase causes waste when being discarded. As waste never “disappears,” this waste from their purchase is slowly seeping into the city. This affects all major cities from New York to Hong Kong. This is a mindset that is fed to us from large fashion industry. We see fast fashion in our everyday lives, including in fashion magazines and on billboards around the city.
After interacting with our art installation, we want consumer observers to start questioning this shopping philosophy and think twice the next time they go shopping. We want large clothing manufacture headquarters to begin exploring new mediums to express fashion so that this harmful practice is eliminated from society.