TRASH CHIC
Graduation Brand
Academie Artemis, Amsterdam | 2023
Picture this. From the catwalks in Paris to the streets of Amsterdam, a refreshing new wind is blowing through the fashion industry, a non-polluting, clean breeze.
The vision for Trash Chic originated with the creation of a trend report: “The New Era: A Dime Less versus the Need to Self-Express.” This report explores the dilemma we face between an ongoing economic crisis, the struggle for sustainability and our growing desire to re-emerge and showcase ourselves to the world.
Today sustainability is no longer a point of debate but a fact that demands change. We must address the environmental impact of the fashion industry and find innovative ways to reduce waste and embrace more eco-conscious practices.
The challenges stemming from limited financial resources, the sustainability crisis and the pursuit of self-expression have undoubtedly shaped the current fashion landscape. However, these emerging trends and movements alone do not yet provide the comprehensive solution we urgently need. There are still countless untapped opportunities for innovation and positive transformation that lie ahead.
These days it’s not just about what we wear, but how we feel and how we experience the world around us. A world that demands more and more care and attention. Mother Nature is suffering. We don’t need to change tomorrow, we need to change today. So there is only 1 question:
After extensive research into the fashion waste crisis and witnessing firsthand the detrimental effects it has on our environment, I was driven to find a solution. It became clear to me that we needed a transformative product that not only addressed the problem but also offered a sustainable alternative. And thus the concept, named Trash Chic, was born.
WHAT
Trash Chic is a sustainable fashion brand that works towards a circular fashion industry by offering DIY fashion kits made from textile waste. Each kit includes pieces of fabric sourced from the textile mountains and accompanying sewing patterns that guide individuals in creating their own unique clothing items. By repurposing discarded textiles and providing the tools for creative expression, Trash Chic aims to contribute to a circular economy where waste is minimized, resources are preserved, and fashion becomes more sustainable.
WHO
Trash Chic is specifically designed for Generation Z, the generation that has witnessed the detrimental impact of fast fashion on our planet. They have grown up in a world where the consequences of unsustainable fashion practices are impossible to ignore. However, they are also the group that will continue to inhabit this planet for years to come, making them a vital force for positive change. Trash Chic encourages them to challenge the status quo and embrace sustainable alternatives.
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By choosing to focus on this influential generation, we aim to harness their passion, creativity, and determination to create a better future. Together, we can redefine the way fashion is produced, consumed, and valued, ensuring that the planet and future generations can thrive.
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WHERE
While rooted in Amsterdam, Trash Chic acknowledges that the fashion waste problem knows no boundaries. It is a global issue that demands a collective response. The brand’s physical presence may be in Amsterdam, but its impact and reach extend far beyond.
Through collaborations, partnerships and an online platform, Trash Chic aims to connect with individuals and communities around the globe. The brand seeks to inspire and empower people from all corners of the world to join the movement towards a circular fashion industry. By sharing knowledge, resources, and DIY fashion kits, Trash Chic aims to transcend borders and contribute to a more sustainable future for fashion everywhere.
HOW
Trash Chic collects textile waste from various sources, such as discarded garments, fabric remnants and manufacturing scraps. These materials are carefully sorted and transformed into DIY fashion kits, ensuring that no usable fabric goes to waste. Collaborating with designers and creatives, Trash Chic develops sewing patterns that complement the fabric pieces, providing step-by-step instructions for creating fashionable and sustainable garments. By engaging individuals in the process of upcycling and repurposing, Trash Chic empowers them to become active participants in the circular fashion movement, where resources are valued and waste is minimized.
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What is the future of
the future of fashion?
LOGO AND BRANDING CREATION
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Every great brand has a story behind its name, and Trash Chic is no exception. The brand name is a play on words, an inventive twist that carries a powerful message.
Derived from the French phrase “très chic,” meaning “very stylish” or “highly fashionable,” Trash Chic takes this well-known expression and flips it on its head. It is a playful and thought-provoking adaptation that captures the essence of our mission: to revolutionize the perception of fashion waste.
This name is a statement in itself, designed to spark conversations and raise awareness about the urgent need for change within the fashion industry. Trash Chic invites us to question the prevailing norms and consider the potential hidden in what society deems as waste.
With Trash Chic, I challenge conventional notions of beauty by embracing a paradoxical combination of “trash” and “chic.” While these words may seem contradictory at first, they represent the very essence of the brand’s philosophy.
Trash Chic firmly believes that discarded materials and forgotten textiles possess the untapped potential to become something truly remarkable. The mission is to transform these seemingly ordinary objects into beautiful and stylish creations.
By repurposing and upcycling fashion waste, Trash Chic demonstrates that sustainability and style can go hand in hand. We aim to show that even the most unexpected materials can be given new life and contribute to a more conscious and innovative fashion industry.
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THE POWER OF COLORS - BREATHING LIFE INTO TRASH CHIC
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Just as the fashion industry embraces an array of colors and shades, Trash Chic’s color palette tells a vibrant story. From earthy greens to lively blues, warm earth tones to energetic pops of color, the palette invites you to explore the unique personality and purpose behind each hue.
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COLOR 001
MOTHER NATURE
If we let mother nature blossem.
Her true colors will be vibrant and pure.
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COLOR 002
CLEAR SKY
A clear blue sky, with no pollution.
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COLOR 003
FOG GREY
The fog we, humans,
create by over producing.
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COLOR 004
TRANSPARENT WHITE
Trash Chic is transparent, honest
and tells a story without bullshit.
COLOR 005
BLACK OUT
If we do not change now, The world will black out soon.
COLOR 006
TOXIC GREEN
A toxic fashion industry.
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EDITION 001 - THE DENIM EDITION
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Why Denim? Denim holds a unique place in the fashion world, but it also carries a notorious reputation for its environmental impact. By addressing the glaring issues surrounding denim production and waste, Trash Chic aims to challenge the norms and transform denim into a symbol of conscious style. If we can handle this problem, we can deal with all problems. But let us see what a big impact one fabric already makes.
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THE DESIGNS
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In collaboration with Lotte van Stijn, a talented and recent graduate from the Amsterdam Fashion Institute (AMFI), Trash Chic presents the designs for the first edition.
By collaborating with emerging talents like Lotte, Trash Chic fosters a supportive environment for new creatives while contributing to a more sustainable fashion industry. The partnership showcases the brand’s commitment to providing opportunities for young designers who share its vision of transforming discarded materials into stylish and eco-conscious garments.
Inside the box, you will find three designs, thoughtfully curated to suit different preferences and occasions. Whether you’re drawn to a minimalist aesthetic, a bold statement piece, or looking for a classic staple, there is a design for everyone.
What sets Trash Chic apart is the opportunity for creativity and sustainability. Once you’ve worn and enjoyed a design, you can dismantle it and repurpose the denim fabric to craft a new garment. This approach allows you to maximize the use of each piece of fabric, reducing waste and promoting a more sustainable fashion cycle.
Another noteworthy aspect of the Denim Edition is its genderless designs. Trash Chic believes that fashion should be accessible and inclusive for everyone, regardless of gender identity. The designs are versatile and can be customized to suit your personal style and preferences.
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DESIGN 001 - THE SHORTS
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Meet the Trash Chic shorts, carefully curated to bring convenience and style to your wardrobe. These shorts effortlessly elevate any look, whether you’re rocking a basic tee or layering them beneath a chic top. The possibilities for mixing and matching these shorts are simply endless.
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With an innovative modular approach, I have created an item that adapts effortlessly to your needs. The shorts are designed to be reversible, granting you the freedom to effortlessly switch between different looks. front, back, inside-out you decide how to wear these shorts. Each side showcases a unique aesthetic, creating a timeless wardrobe.
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DESIGN 002 - THE BAG
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Introducing the Trash Chic bag, a versatile accessory that combines functionality with a touch of elegance. The Trash Chic bag is designed to meet your everyday needs while elevating your style. With its spacious interior it offers storage for all your essentials, keeping you organized on the go. Denim holds an extreme power to carry everything you throw in. Whether you’re heading to work, running errands, or going out for a night on the town, this bag effortlessly complements your look.
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DESIGN 003 - THE VEST
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Introducing the versatile vest design, crafted with universality in mind. This essential piece effortlessly complements any outfit, whether paired with a basic shirt, your favorite blouse, or layered over a stylish top. The possibilities for combining this garment are limitless, encouraging you to embrace your creativity and craft your unique Trash Chic look.
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This vest is crafted to be reversible, allowing you to effortlessly switch between wearing it on the inside or outside. Each side showcases a new aesthetic, ensuring you’ll continuously dazzle others with a fresh and unexpected Trash Chic look. Get ready to amaze and inspire!
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THE STEPS OF RESURRECTION - BECOME A FASHION DESIGNER
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With Trash Chic I understands that sewing can be a new and exciting venture for many, which is why I have included a detailed step-by-step guideline for each design. These guidelines break down the process into manageable and easy-to-follow instructions, empowering even those with little to no sewing experience to create their own fashion pieces.
Trash Chic believes that everyone should have the opportunity to unleash their creativity and make their own fashion statement. That’s why the guidelines are designed to be accessible, ensuring that each design is achievable for all skill levels. Whether you are a seasoned sewing enthusiast or a complete beginner, the step-by-step instructions will guide you towards success.
Trash Chic understands that every creator has their own unique abilities and ambitions, and I want to ensure that you feel supported throughout your journey. Alongside the basic instructions, you will find examples and suggestions for different proficiency levels. Whether you are a beginner seeking simplicity or an experienced maker looking for a challenge, there’s something for everyone. These variations allow you to tailor the design to your skill level and explore new techniques at your own pace.
Furthermore, as you gain confidence and expand your sewing repertoire, Trash Chic encourages you to incorporate your own skills and techniques into the designs. Feel free to personalize and add extra touches that showcase your evolving craftsmanship. While Trash Chic provides three carefully curated designs in each box, I encourage you to think outside the box and unleash your creativity. With Trash Chic I want you to push the boundaries, experiment with different techniques, and create your own signature styles using the fabrics within the box. By doing so, you become a source of inspiration for others who are also on their Trash Chic journey.
Imagine a few years from now, the Trash Chic database will be a treasure trove of limitless creativity, showcasing the endless possibilities of transforming fashion waste into remarkable garments. Each uploaded design will serve as a beacon of inspiration, encouraging others to think sustainably and embrace their own creativity.
By joining the Trash Chic community and sharing your designs, you become an integral part of the mission to revolutionize the fashion industry. Together, we can inspire change, redefine beauty, and create a future where fashion waste is transformed into a source of inspiration and innovation.
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SPREAD THE MESSAGE - THE MEDIA CAMPAIGN
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Behind the Trash Chic concept lies a powerful media campaign aimed at raising brand awareness and sparking a transformative shift in the fashion industry. Introducing “Generation Fashion Killers,” a groundbreaking campaign that sheds light on the destructive behavior exhibited by the current generation.
In this thought-provoking campaign, Trash Chic confronts the harsh reality of how our actions are slowly killing clothing. Generation Z, known for their influence and purchasing power, unknowingly contribute to this phenomenon by indulging in fast fashion and discarding tons of garments. Trash Chic aims to expose this destructive cycle and inspire a change in their consumption habits.
The campaign serves as a wake-up call, urging individuals to reflect on their role in this cycle of destruction. It seeks to empower Generation Z to take a stand against this harmful behavior and join the Trash Chic movement.
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Generation
Fashion killers
They strike silently, leaving behind a trail of discarded victims. Forgotten, abandoned, hanging on their last thread.
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It is a crime that goes unnoticed,
but its impact is felt by Mother Nature.
Welcome to the realm of the Fashion Killers.
It's time to unravel the truth,
to expose the hidden consequences.
Generation Fashion Killers does not stop.
Everyday clothes are being taken away from life
and end up on the pyre.
But movement is emerging,
seeking justice for our planet
and the victims of fashion waste.
There is no planet B, now is the time to act.
Together we can create life instead of destroying it.
We are the generation of change,
we are the future of fashion.
A CLEAR, LOUD AND CRUEL MESSAGE
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While the message through the “Generation Fashion Killers” campaign may be hard-hitting, it serves as a necessary wake-up call to confront the harsh reality of our current fashion landscape. I understand that portraying clothing as “killed victims” and capturing Generation Z as the metaphorical “murderer” may be provocative and uncomfortable, but it is a deliberate choice made to achieve a strong emotional response.
By presenting this stark visual imagery, I aim to create a lasting impact and spark a sense of urgency for change. It is my belief that sometimes, in order to drive significant transformation, I must confront the uncomfortable truths and challenge the norms that perpetuate harmful practices.
The intention behind this campaign is not to assign blame or condemn any particular generation. Instead, it is to draw attention to the collective responsibility we all share in shaping the future of the fashion industry. By highlighting the destructive consequences of our actions, I hope to inspire individuals, including Generation Z, to critically examine their own behaviors and make more conscious choices.
The goal is to encourage dialogue, reflection, and ultimately, action towards a more sustainable and ethical fashion future.
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Together we are the future.
Hopefully we meet soon.
Trash Chic
Redefining Fashion Waste.
Reshaping the Future.
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