Advertising's role in Fast Fashion: An opportunity to steer culture

INNOCEAN Europe

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Frankfurt am Main, Alemania

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Rowan El Goweiny

Copywriter — INNOCEAN Europe

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In an age where fast fashion dominates and environmental concerns are mounting, advertising stands at a crossroads. INNOCEAN Europe's Rowan El Goweiny joins us in discussing the role of advertising in shaping a more conscious and ethical fashion landscape.

What role do you believe advertising should play in educating consumers about the broader social and environmental impacts of fast fashion? How can this be effectively communicated without alienating potential customers?

Advertising should be the voice that says what everyone else is too scared to admit. When it comes to fast fashion, we're talking about a monster that’s chewing up the planet. Now, you can’t tackle a beast like that by tiptoeing around it, hoping not to upset anyone.The role of advertising here is to shine a light on the ugly truth, to make people uncomfortable enough to care. And yeah, that’s going to ruffle some feathers. But you’ve got to ask yourself—what’s worth more? A few extra bucks or actually making a difference in this world? As Innocean mantra says.. Glory Over Pain?

Sure, you might lose a few potential customers who’d rather not hear it, but the ones who stick around? They’ll know exactly where you stand. And that’s something money can’t buy.

How can advertising contribute to shifting consumer attitudes away from fast fashion towards more sustainable and ethical fashion choices?

Advertising is like that friend who can either talk you into trouble or pull you out of it. It’s a double-edged sword. On one side, it’s the engine revving up the fast fashion fiesta, convincing you that you need those five-dollar jeans right now. On the other, it’s the voice of reason, whispering, or sometimes shouting…that maybe, just maybe, it’s time to shop with a conscience.

Advertising holds immense power in shifting mindsets and steering culture. If the message is clear, fresh, rooted in something real and human, and crafted with precision, it can be a game-changer. We’re talking about the kind of campaigns that hit you in the gut and stick with you long after the screen goes dark.

But here’s the kicker, advertising needs to stop playing it safe. No more dancing around the issue with a wink and a nudge. We need to be direct, unapologetic, and bold. If we want to shift attitudes, we’ve got to cut through the noise and tell it like it is. The truth is, fast fashion has a dark side, and it’s time to confront it head-on.

This might sound controversial, but agencies need to have stances too. And sometimes it’s important not to give the big fast fashion brands the center stage.

What approach does your agency take when collaborating with clients within the fashion space to ensure that their marketing messages align with a commitment to reducing overconsumption and promoting long-term value? 

Alright, well - we haven’t had the pleasure of working directly with fashion clients just yet. We’ve worked with plenty of clients who are all about looking sharp and making sure their target audience shines, which naturally brings us into the realm of style and everything that goes with it. We apply it in our shoots, small or big, our process and so on. Take Anne Frank Youth Network for example, an up-and-coming network with a limited budget that were dropping their line of merch for the first time… the whole photoshoot styling was a marriage between their new merch and second-hand pieces. The models, the whole team and I, volunteered with our personal items, merging the past and the future as Anne Frank does with the Youth Network.

Now, here’s where it gets interesting. Our client roster is big on sustainability, both in words and tangible actions. So while we might not have a fashion brand under our belt yet, we’ve been low-key but also high-key, training with multiple approaches along with our eco-conscious clients, ready to hit the ground running when that fashion client walks through the door.

INNOCEAN Berlin’s got the skills, the mindset, the heart and the experience to make sure any future fashion campaigns we touch will align with promoting long-term value and reducing overconsumption while maintaining the suavé.

How do you measure the effectiveness of your campaigns in promoting sustainable fashion practices among consumers while working with retail clients who may primarily focus on fast fashion?

Hmmm, that’s a tough one to crack. It all comes down to the campaign's primary goal. Sometimes, what feels like a win for consumers might look like a loss for the retail client, depends on what they’re really after.

Here’s the thing though: an unhappy client isn’t ideal. As an agency, you’ve got to collaborate to push the brand's core message, but doing the right thing doesn’t always feel right in the moment. It’s tricky. If you ask me personally, I’d say the true measure of success is seeing real, tangible shifts in consumer behavior towards more sustainable approaches. And hey, remember…the consumer is always right. Or so they say.

How does today’s inflation and rising costs play into consumer purchasing decisions? (including upcycling and thrifting) 

Oh wow, you really hit the nerve with this one. Inflation’s got everyone scrambling for cheaper alternatives, and on paper, it makes sense...stick to what doesn’t burn a hole in your pocket. But let’s be real. That double-digit shirt you think is a steal? It’s going to bail on you after a couple of wears, maybe a month if you’re lucky. And then what? You buy another, and another, and before you know it, you’re tossing them all out at the next flea market. Been there, done that and over it.

And if you’re still feeling the pinch and can’t swing for the high-end stuff, let me tell you that thrifting is where it’s at!! I’m all about finding those rare, unique pieces, imagining their past lives, and giving them a fresh spin. Fast fashion might be “trendy”, but who wants to wear a uniform in 2024?