Tarik Tikaram

A Fashion Awareness Campaign Challenging Overconsumption by Reframing Clothing Reuse as a Form of Self-Expression

My project explored how graphic design can challenge fast-fashion culture by reframing clothing reuse as a form of self-expression. The project required a socially and environmentally driven campaign that responds to a real-world issue and engages a clear audience. I focused on Gen Z audiences in urban Auckland, designing a campaign that celebrates individuality while promoting conscious consumption.

The main idea behind my design was that fashion should empower creativity, not overconsumption. I developed a bold, character-driven visual identity featuring figures made entirely from photographed clothing textures, representing diversity and reuse. Playful, witty copy and a vibrant colour palette connected with Gen Z’s digital habits and humour.

Using iterative prototyping, I created posters, billboards, and digital mock-ups, along with an interactive app concept that encourages users to log outfits, join swaps, and track their clothing reuse. The campaign also included a clothing-swap activation event, translating the brand’s message into real-world behaviour.

AWEAR is significant as it repositions sustainability as a form of self-expression rather than restriction. It econurages young people to rethink fashion’s value and recognise that personal style doesn’t need to come at the planet’s expense.