#Greenwashed

Ida Ginman – https://idaginman.com/

#Greenwashed is a campaign against greenwashing that is taking place in the fashion industry. The fashion industry is one of the most unsustainable industries and as sustainability is becoming trendy fast fashion brands want to make profit of the trend. Helsinki Fashion Week has a strong sustainability focus and was chosen to be the voice behind the campaign. During the fashion week the campaign will be incorporated in the city scene and the fashion week program. The campaign will also bring out merch made of second hand textiles. Once the fashion week is over the campaign continues to evolve through building an Instagram community and its informative website.