Applying Design Thinking Method to Fashion Upcycling Educational Campaign

The advances in technology have hastened fashion trends in reaching its audience, especially Generation Z. The fast fashion industry has been the main source for this generation to follow fashion trends affordably. However, fast fashion has a considerable negative impact from their hazardous waste and low-quality fabrics, on our environment. To avoid environmental repercussions for young Indonesians, there is slow fashion as another option. Upcycling is one option for Generation Z to practice slow fashion as a more environmentally friendly option. According to our preliminary survey, more than half of Generation Z has not applied upcycling yet, because they lack inspiration and tools. In this study, we are applying the design thinking method in building an educational campaign for this generation to be able to practice upcycling by themselves. The campaign used Instagram as the main social media to reach and interact with this specific audience. For the implementation phase, a workshop for 15 high school students was held. Afterward, this study can learn from their choices and insights into the campaign design. The findings of this study, seven steps of design thinking, were applied in this educational campaign accordingly and have given desired outcome. Students are enthusiastic in working on their upcycling projects. The most interaction was gained during the challenge phase when participants displayed their creations. Instagram has proven to be a powerful medium to invite students to show the results of their fashion upcycling to others. The interesting photoshoot creates the impression that fashion upcycling is attractive and trendy, especially for teenagers who are the same age as students.