Strategy, brand identity, communication assets and spatial design
Women Power Fashion is a joint campaign by Mama Cash and the Schone Kleren Campagne (Clean Clothes Campaign), aimed to raise awareness for the position of women working in the fashion in the industry. It’s women who manufacture the clothes under unbearable circumstances, it’s mainly women who work in all branches of the fashion industry and it’s women who buy the majority of the clothes.
The campaign idea is to show the correlation between the three archetypes. Women have the power to create change and visualising the many ways in which these women intersect and connect with one another, they are asked to join forces.
Part of the campaign was a pop-up sweatshop in the middle of The Hague’s vibrant shopping centre. This installation informed the crowd of the circumstances in which many of the clothes they purchase are manufactured. Volunteers attempted to produce as much items as workers in India and Bangladesh are expected to make, and people were asked to sign a petition, demanding brands to specify in which factory their clothing is produced.
Concept: Christina Pfeifer, Annelies Vlasblom @Zeppa / Art direction: Christina Pfeifer @Zeppa / Design: Christina Pfeifer @Zeppa