The Idea
The fashion sector is the 2nd biggest polluting industry, producing 60M tonnes of garments a year.
Do The Green Thing asked us to raise awareness and encourage fashion consumers to buy less.
Through magazine covers, we simulated the birth of a new collection of fashionable and groovy outfits.
Each one had a QR code and could be found on billboards in the city's most central areas.
However, people fell into the trap since the QR codes allowed them to discover that
the collection did not actually exist. It was available in their relatives closets.
Empty Fake Magazines:
Copywriters: Miriam Marín & Alicia Varella & Claudia Isabal.
Art Direction: Miriam Marín & Alicia Varella & Claudia Isabal.
Photography: Miriam Marín & Alicia Varella.
Stylists: Miriam Marín & Alicia Varella.
Production Assistant: Alberto Humánez.