Teo Yi Hui (Business), Kim Jubok (Business), Jeyadurga D/O Sola Rajan (FASS), Xu Wei Ling Vania (FASS)
Academic Advisor: Mr. Lim Cheng Puay
Globally, the fashion industry is responsible for 10% of global carbon emissions (UN Environment, 2019). In Singapore, 1 in 3 people throw away clothes after wearing them just once (Yougov, 2020). Our survey amongst youths (n=60) showed that 60% purchase clothes out of impulse. Our project aims to reduce clothing consumption by changing perceptions and purchasing habits amongst youths. We created an Instagram account to educate youths with regular posts highlighting impacts of fast fashion and tips to reduce buying. A series of hands-on activities over 21 days aimed to change perceptions on clothing consumption. Additionally, a workshop was conducted to educate on impulsive purchasing habits and promote sustainable clothing. 84% of our 238 instargam followers reported that they will reduce clothing consumption in future. 94% of our workshop participants reported that they will choose sustainable clothing in future. Hence, the awareness campaign was effective in changing youths’ perceptions towards clothing consumption and purchasing habits.