Unveiling Zero Waste Fashion: A Creative Communication Journey

Abstract

Fashion is very closely related to communication. Many fashion brands use social media as a communication medium to reach customers. As the fashion industry has long been known as the ultimate source of waste for landfills, continuous communication to encourage environmental awareness is needed. A lot of designers and fashion enthusiasts tried to introduce slower fashion to promote sustainability. Among many approaches, zero-waste fashion (ZWF) has been known as the keyword that captures the attention of many. ZWF is an effort to minimise fabric waste. This research focuses on designing ZWF patterns and the effort put into publishing them on social platforms, such as Instagram. The contents aim to highlight the creation process behind ZWF, showcasing the ingenious design techniques, materials, and innovative production processes that minimise waste. A sustainable fashion brand called "Masa" was created as the identity of the ZWF products that had been created in this project. This research uses a design thinking method with an experimental approach.The initial steps of design thinking by focusing on product creation, and the last step being efforts to make creative publications on Instagram (@masawear_id) and review the account reached and rise of awareness from this platform. The results of this research show that Instagram can be the right medium for spreading awareness about ZWF.