IT'S THE SECOND DIRTIEST THING IN THE WORLD - AND YOU'RE WEARING IT.
'Consumers will be pushing the reset button to redefine how we live, design and do business.' WGSN, The Great Reset
The North Face: Elements was formed after research completed for the Dissertation, titled ‘Sustainable Biomaterials: The Future of the Fashion Industry?’. The research discovered the negative impact that the fashion industry has on the environment, along with the idea of a new conscious movement within consumers, both driving the fact that the fashion business model needs adjusting, with new sustainable alternatives needing to be considered. With considerable advances in technology, the concept of biotechnology has recently been applied to the fashion industry, focusing on fibre science and creating highly sustainable biomaterials – a sustainable alternative to modern materials that is not yet available mass market. Thus demonstrating a gap in the market, stemming the concept of The North Face: Elements.
The key objective for the collection was to create a sustainable sub-section for The North Face with a focus on innovative sustainable materials which help to have a positive impact and conserve the environment. The exclusive collection has been designed towards the new movement of conscious consumers discovered in the dissertation. The final major project reflects my aspirations for the future, in which I aim to pursue a career in buying.
The portrait video shows an infographic explaining the dissertation research and the findings that led to the creation of The North Face: Elements. The top landscape video showcases some of the creative material created for Final Major Project, including the business plan of The North Face: Elements and the trend pack and range plan. The final video shows in detail the range plan and colour ways of The North Face: Elements.