Sustainable fashion magazine

by Molly iliffe johnson in London, England, United Kingdom

Sustainable fashion magazine
Not quite
Unfortunately this project was not successful.

To launch a sustainable fashion magazine that promotes environmental kindness whilst still highlighting the fun and craftsmanship of fashion

by Molly iliffe johnson in London, England, United Kingdom

Hi everyone thank you for taking the time to read my aspiration, it is really appreciated. 

The vision 

I aim to make a sustainable fashion magazine which promotes environmental kindness without spoiling the enjoyment that fashion can bring. 

The magazine will promote a new way of enjoying fashion through the sharing economy and act as a reminder that ownership does not equate to happiness - joy can be found in craftsmanship. It will take the stance that the consumption of fashion needs to slow down and promote enjoyable and innovative ways to engage readers to do so. 

The editorial will feature only clothing that is sourced from vintage suppliers or from designers that take a sustainable approach to design such as circular. 

Currently I am researching the possibility of a sharing magazine to encourage a circular design structure within publication thus reducing waste. 

Why now

Fashion is the second largest polluter in the world, it is leading to the premature deaths of millions of people as a result of the toxic chemicals that get dumped into the water streams which are relied on by people to drink from and the ever rising C02 that is pumped into the atmosphere because of the fast fashion process. This needs to change. 

Studies show that large portions of people rely on fashion publications as their main information source when looking at what to buy and how to do so and these publications are simply not doing enough to help consumers understand the dangers of fast fashion and over consumption. 

Big publications are governed by advertisers to they are required to constantly encourage their readership to buy the products of those who fund them. This is a dangerous situation which means it is hard for consumers to gain correct and un-bias information surrounding their fashion purchases. 

Why me

I currently work as a fashion stylist and am studying an MA in creative direction for fashion. My industry experience has shown me both the good and bad of fashion and my personal interest in creating a better future has lead me to attain knowledge that leads me to believe there is a better way of doing things.

 I love fashion because I see it as an art form and a way for expression, it is also something that is a necessity in our world as we all need clothes. 

Fashion however is getting a bad reputation for its harmful environmental impact and the current phenomena of fast fashion which allows for many designers and artists to have their creative ideas copied and sold at the expense of people and the planet.

I firmly believe there is a way to make fashion both enjoyable and healthier for the environment and people without making it boring or hard work and I want to use this passion to launch a sustainable fashion magazine. 

Why here

The reason I have come here to gain support for my venture, is that receiving sponsorship from brands or corporations would involve a trade off of the magazines ethos and values. Due to the nature of the publication I would not want it to be associated with companies that don't support a sustainable and ethical ethos thus massively limiting my options for funding. I also see this venture as something that will eventually bring people together through the promotion of a sharing economy and would like to be able to demonstrate that it began with the help of the people and that's why it will live to serve the people. 

What will the money be used for?

The money raised will go towards ensuring that the publication can launch. It will be spent on thing such as the printing costs of printing on recycled paper (something which is more expensive to do) - it will also go towards the launch of the app which will allow for magazine sharing (an innovative initiative). Most importantly it will ensure that the magazine won't be compromised by having to associate with companies that aren't helping our planet. 

Thank you

If you have made it this far then I really want to thank you for even taking the time to consider supporting the venture. If you do decide to support me in this journey financially or otherwise please know that it will be greatly appreciated and I will carry forward my ambition to make a positive change to the world of fashion and thus the world of us all.  


This project offers rewards in return for your donation.

£100 or more

£100 Reward

A copy of the magazine

£200 or more

£200 Reward

A copy of the magazine, Your name will be featured on the first page of the magazine as a thank your your support

£300 or more

£300 Reward

A copy of the magazine, Your name will be featured on the first page as a thank you for your support, You will receive an invitation to the private view and launch party

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