Forever 21 is a clothing store brand known for trendy and affordable clothing targeting young people.
In recent years, it has received criticism from labor rights groups and environmentalists, leaving it with a tarnished reputation, particularly amongst its environmentally conscious target audience.
In this project, the brand has undergone a purely conceptual rebranding initiative as Conscience Concentric. This new branding aims to redefine the fast fashion narrative by providing stylish, affordable, and ethically produced and distributed clothing, putting the consumer’s conscience at the centre.
In recent years, it has received criticism from labor rights groups and environmentalists, leaving it with a tarnished reputation, particularly amongst its environmentally conscious target audience.
In this project, the brand has undergone a purely conceptual rebranding initiative as Conscience Concentric. This new branding aims to redefine the fast fashion narrative by providing stylish, affordable, and ethically produced and distributed clothing, putting the consumer’s conscience at the centre.
Design Concept
Immersed in the ethos of a circular fashion economy, this concept revolves around conscious consumerism, anchoring people and the planet at the epicentre of positive impact. Just as circles perpetuate, so do the ripples in water, mirroring the impact of a single drop. At the core of it all lies the individual's conscience, their sense of right and wrong, steering the journey towards a more sustainable and fair future. In this continuous rhythm, they aspire to deliver timeless, always-stylish fashion, ensuring their sustainability journey echoes like ripples through the waters of positive change.
Brand Colours
Graphic Elements
Storefront
Lettermark
Lettermark Mockup
Poster Series Ad
Branded Reusable Tote Bag
Shopping Tag
Mobile App Design
Concept Work Completed at Shillington
Attribution - Images Sourced from Unsplash or Generated Using Adobe Firefly with Art Direction
