The Stitch Swap

Fashion Sustainability Campaign | April 2025 | Public Relations Strategist and Graphic Designer

Objective

To create a sustainability campaign to inspire and educate VCUArts students on the impacts of fast fashion.

The Problem

Gen Z college students are quickly consuming new clothing items each year. Overconsumption fashion has become the new norm.

The Reason

Gen Z thrives off of dopamine (online and in person). Thrifting has become today's version of an adrenaline rush. Back to

school shopping allows space for new pieces per semester.

Focus Group Analysis

Taken from a group of 60 participants. Young adults tend to regularly consume clothing each month and have it in their closet for more than a year. Spending at least $360 to $600 on clothes.

Monthly average spent on clothes

$20 or less

$30 to $50

$50 to $100

$100 or more

The Solution

To create a more affordable sustainable shopping solution for students; the ultimate DUPE for fast fashion.

The Stitch Swap is the ultimate shopping experience for Gen Z college students. A place where your items are worth even more once you’re done with them.

At the swap one can

Get their clothes upcycled
Donate their favorite pieces
Enjoy treats from Richmond locals' favorites

the stitch swap invitation event flier.png

The Strategy

Digital and In-person marketing promotions
Incentatives for attendees
Community events to increase long term impact and education on circular fashion

The Marketing

The Fashion "Unconscious"

Fashion forward individuals aren’t always conscious about the clothes they wear and the impact their choices leave on the planet. By stripping a garment down to just it’s materials, it highlights a new perspective for students.

Social Media

Socials will drop a posts to build curiosity, local buzz and educate attendees for the debut of the closet. Copy will have a proactive and bubbly tone.

Official Profile Banners

The PR

Media Kit

Press Release
RSVP Invitation for the event
The PR "Box"

Bringing a new type of PR, instead of receiving a box, selected individuals will recieve the following items wrapped in a recycled piece of fabric. A reminder than PR can be sustainable.