Behind The Seams
Team Members: Shatakshi Singh, Madisson Stevens, Xindi Sun,
Xuize, Yuko Arai
Public Art & Campaign Design for LFW,
Team Project
2025
Brief
London Fashion Week (LFW) constantly demands for the new trends which encourages overconsumption and waste, an approach that permeates the entire industry. This brief calls for MFA Communication students to
A communications intervention that encourages key players in the fashion ecosystem to adopt more sustainable practices and/or behaviours.
Women
Sustainability
Conscious Consumption
System Change
Women sit at the crux of every phase of the fashion ecosystem as underpaid garment workers producing at breakneck speed, as consumers pressured by rapid trend cycles, and as environmental victims of the industry’s waste and pollution. Globally, women make up 60% of garment workers, many of whom face low wages, unsafe working conditions, and gender-based violence. At the other end, women aged 18–35 are the highest purchasing power demographic, heavily influenced by social media and constantly targeted by fast fashion marketing that fuels unrealistic beauty standards and throwaway culture.
Research and Insight
Our research underscored a disturbing connection:
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1 in 5 climate refugees are women, disproportionately affected by the environmental damage fast fashion inflicts.
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The trend cycle has become a weapon against women, driving a system that perpetuates consumer guilt, invisible labor, and ecological harm.
This understanding led us to ask: What if we could peel back the surface of fashion and reveal the truth that lies beneath the seams?
Insight & Idea
The trend cycle is a weapon against women. It fuels overconsumption, waste, and worker exploitation - perpetuating violenceagainst women across the globe.
Create a show stopping moment of visibility to all parts of the fashion ecosystem. Thus empowering and exciting women to make small changes that can contribute to a more circular and sustainable fashion economy.
Each step of our intervention will help address the UN Sustainable Development Goals
INTERVENTION
WEB CAMPAIGN
The website is the digital extension of ‘Behind the Seams.’ It’s designed to bring together people who care about sustainable fashion, whether they’re here at LFW or anywhere in the world. Fashion-conscious individuals who want to make a difference but don’t always know where to start will find a space to learn, take action, and be part of a like-minded community.
One of the most important aspects of our website is the Behind the Seams Pledge. It’s more than just a signature—it’s a commitment to changing our habits and a way to connect people who share the same values.
For those attending London Fashion Week, the website serves as a go-to guide for all event details. The event page features: Meet & Greet, Clothing Swap Station, Upcycling Station, Talks and Community Networking.
The website also includes interactive elements to keep people engaged:
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QR Codes around the pop-up activation direct visitors to learn more and sign the pledge instantly.
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Live Updates for those who can’t attend in person, ensuring global participation.
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Social Sharing Tools encouraging visitors to share their pledge and experiences with #BehindTheSeams.
POTENTIAL PARTERS IENTIFIED
