A sustainable consumption event at the heart of fashion heaven; a unique one-stop hub, with inspiring workshops on styling, repair and upcycling, making an eco-conscious lifestyle a fun choice.
A sustainable fashion festival inside a shopping mall may sound like a contradiction, yet that paradox was the power of the Westfield Good Festival. The objective was to spark awareness of the impact of fast fashion, while showing that shopping and sustainability can go hand in hand. Over three days, visitors joined workshops on repair and upcycling, explored styling inspiration, and listened to talks on conscious consumption. Instead of telling people what not to do, the festival invited them to experiment and discover that reusing, swapping and caring for clothes is fun, easy and creative. Participants were encouraged to reflect on their own habits, learn practical skills to make their wardrobe last longer, and leave with a more mindful attitude towards fashion.
We collaborated with This is Free Fashion, an organization that raises awareness about the impact of our clothing choices. Together with several sustainable influencers (with significant reach), we organized several workshops in a pop-up store where visitors could donate their clothes so that someone else could enjoy them. In return, they could pick up a maximum of two second-hand items themselves.
Did you know that a piece of clothing in the Netherlands is worn only seven times on average? Most of our textile waste is practically as good as new. With our installation, we held up a mirror: why do we always keep looking for new clothes when there’s so much potential in our existing wardrobes? We shared how enjoyable and rewarding it is to explore the combination: by combining a few new items with worn items that have been given a new life, it can feel like a whole new wardrobe. Our creative concept made this idea visible and tangible and invited visitors to take action on the spot.
