World 33

In the late nineties in World 33, the link between what people wear on screen and what sells in high street shops became clear. Concerned about the relationship between their public image and their impact on the environment, a coalition of celebrities and media personalities came together to raise awareness and create change.

Their campaigning led to a policy change encouraging all public facing figures (through financial incentives and tax disincentives) to always wear second hand clothing. Seeing their favourite celebrities dressing second hand, and hearing their ethical and environmental reasons for doing so, people begin to see second hand as the most desirable choice.

What if …

mass media made second hand clothing the norm for everyone?

Issue targeted:

over-consumption and production


campaigning broadcast media led by Jamie Oliver and Hugh Fearnley Whittingstall in the areas of food and plastics

This World was contributed by Fashion Fiction contributors (located in the UK) using a Creative Commons Attribution-ShareAlike 4.0 International licence which allows others to share and adapt the work in any medium and for any purpose, providing that they credit the author and share their material using the same Creative Commons licence.

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Published by Amy Twigger Holroyd

explorer of Fashion Fictions