what, why, how, what if – proposal

Hailey Cho ⋅ 12th June 2022

WHAT-WHY-HOW-WHAT IF

Proposal

Hailey Cho

What:

My subject area is around luxury fashion event curation and how creative agencies design eco-friendly events. My aim for this project is to find a way to enlighten the new Asian generation on the ecological costs of luxury fashion events and explore more sustainable options.

Why:

According to the World Meteorological Organisation, the number of weather related disasters has increased by a factor of five over the last 5 years, as a result of global warming. The fashion industry makes up 10% of global carbon emissions and contributes to a significant amount of micro plastic in the sea. So to reduce these burdens I would like to work on events to enhance people’s awareness and make the industry more eco friendly. The reason why i chose luxury fashion industry is because they are pioneers of trends and have a wide audience. Therefore the eco friendly initiative will have further reach and momentum.

How:

Due to the limited term time, I’m planning to create at least three interventions (floriculture with artificial flower, eco friendly communication events, exhibition gathering etc) during the summer term, making sure I test these out and engage with my stakeholders for feedback. Through testing and reflection, I will find out possible solutions to reduce waste in event production. From event experiences to luxury event gifts, I will attempt to lower the carbon footprint. I have already planned to host an event together with Amber Chen, the exhibition curator from Royal College of Art. A talk with Burberry’s event assistant will also be taking in place this June. I will also study past events, interview industry experts ,analyse which parts of the process is most environmentally damaging/create most waste and suggest alternatives to existing non-recyclable foundations. The rapid growth of many asian countries, such as China, has meant an increase in spending power and demand of luxury brands. However education on the impact of fashion is close to non existent. Therefore I would like to also raise awareness of these issues to asian GenZ population. From London model agency’s ‘One job, one tree’ to the Moment House events it shows the possibility of a carbon neutral approach and the reach of digital events.

What if:

The positive implication is the reduction in carbon emissions and hopefully slow down global warming/ecological damage. If I achieve this mastery, I will curate and apply solutions to create eco-friendly luxury events, making sure the experience is unique. I will be able to spread awareness to the asian GenZ demographic who are unfamiliar with the damage caused by fashion/events. This project will allow me to gain experiences that I can utilise in the future and put me in a position where my skills can be used by fashion event companies. I hope to be able to start a company revolving around eco friendly events and have stakeholders who can share my passion.

Bibliography

WGSN. 2022. Climate-Adaptive Lifestyles.

[ONLINE] Available at: https://www-wgsn-com.arts.idm.oclc.org/insight/article/92111.

[Accessed 4 May 2022].

World Meteorological Organisation. 2022.

Weather-related disasters increase over past 50 years, causing more damage but fewer deaths.

[ONLINE] Available at: https://public.wmo.int/en/media/press-release/weather-related-disasters-increase-over-past-50-years-causing-more-damage-fewer.

[Accessed 4 May 2022].

WGSN. 2022. Luxury Service Trends 2022: Redefining Exclusivity.

[ONLINE] Available at: https://www-wgsn-com.arts.idm.oclc.org/insight/article/93668.

[Accessed 7 May 2022].

The Creator Clash. 2022. Creator Clash.