the green lie

In the first year of my studies, we were tasked with creating a micro campaign addressing a specific issue within the fashion industry. Out of the seven topics we could choose from, I decided to focus on Fast Fashion, with a particular emphasis on greenwashing; the misleading sustainability claims brands use to appear more environmentally responsible than they actually are.

With my campaign, I aimed to highlight how these tactics influence consumer perception, obscure the real environmental impact, and contribute to a culture of overconsumption. The goal was to encourage people to think critically about what “sustainable” truly means and to look beyond surface-level marketing.