Bee Cullen

Bee Cullen

COURSE: Fashion Business & Promotion 2016


TITLE: Elsewhere

Transparent is the new black.
The fashion industry must end the ruthless exploitation of people and the planet.
Bee is passionate about turning fashion into a more transparent industry. After extensive research into the inhumane practices within the industry for her dissertation, she believes the trend towards mindfulness means that fashion brands can no longer hide information from their customers. In the digital age of information, everyone must question brands, join the fashion revolution and ask #WhoMadeMyClothes. For the Final Major Project, an online, multi-brand fashion retailer called Elsewhere was created. The store curates sustainable and honest fashion offering infographics and maps of production to help customers make an informed purchase. Elsewhere no longer puts aesthetic above ethics and makes conscious consumption more convenient for the consumer. The website allows users to filter stylish fashion pieces by ethical credentials which can be personalised to the customer’s own beliefs.

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