New Blood Entry — John Lewis - Reform

The concept initiated from researching the issues of fast fashion and sustainability of clothing. The inconsistent sizes at charity shops resulted in fewer people shopping there. The idea is based around the concept of reforming an item of clothing either from a charity shop or an item you already own. A collaboration with a guest designer and a Pop Up in the John Lewis haberdashery encourages Gen Z to visit the store. The challenge is to encourage a decrease in fast fashion and to create awareness of the affect fashion has on the environment to a younger audience.