Hannah Chang

Dirty Work

Greenwashing /ˈɡriːn.wɒʃ.ɪŋ/

“The act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.”

Shining a spotlight on the prevalent greenwashing tactics that are often employed in the fashion industry, Dirty Work delves into the deceptive strategies that are often used to market clothing pieces to everyday consumers. It prompts viewers to consider whether standard media literacy is adequate enough to discern truth from the stained corporate tactics that have become a standard in the current fashion ecosystem. How easily can something be framed as “sustainable” and “clean” and what lengths will corporations go to to conceal their dirty underbelly of unsustainable business ethics and practices?

Presented in a Flyposter style and presentation, reminiscent of guerilla street marketing tactics, it seeks to establish a direct connection with the viewer, compelling them to question the authenticity of the messages they encounter in fashion advertising and marketing.

Afterall, cleaning up greenwashing is dirty work.

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Media

A top-down view of an unzipped dark blue denim jacket with visible stitching and a silver zipper, worn over a light beige fabric. Aviator sunglasses with gold frames and dark reflective lenses are tucked into a top pocket of the denim jacket on the lower right. Bold white text spans the center, reading: 'THE FUTURE OF FASHION IS NOT SO BRIGHT.' Below this, smaller white text declares: 'THE FASHION INDUSTRY IS ONE OF THE TOP CONTRIBUTORS TO GLOBAL CARBON EMISSIONS.'
A waist-to-feet shot of a person in a grey sweatshirt, black shorts, white socks, and distinctive blue running shoes with yellow accents. They hold a black duffel bag in their right hand. The prominent text overlay displays 'JUST DO IT.' with 'JUST' heavily struck through by a black, spray-paint-like 'CAN'T', creating an emphasis on 'CAN'T DO IT.'. At the bottom, white text states: 'THE SYNTHETIC MATERIALS RUNNING SHOES ARE MADE OF WILL NEVER DECOMPOSE, THEY WILL SIT IN LANDFILLS FOR GENERATIONS.' The image critiques the environmental impact of non-biodegradable athletic footwear.
A full-body image of a person, heavily pixelated, wearing a dark blue denim jacket over a white t-shirt, dark blue denim pants, and white shoes. They stand centered against a light grey draped fabric background. Bold white text overlays the image, reading: 'GOT COTTON? LESS THAN 1% OF IT.' At the very bottom, smaller white text adds: 'MOST 100% COTTON CLOTHING ITEMS ARE SEWN TOGETHER WITH POLYESTER THREAD MAKING THEM VIRTUALLY IMPOSSIBLE TO RECYCLE DESPITE THE CLAIM.'
A waist-up portrait of a person with dark, curly hair and fair skin, wearing a plain white crew-neck t-shirt. A thick, hand-drawn white zigzag scribble on a black horizontal bar covers their eyes. Large white text 'TURNING A BLIND EYE.' is overlaid on their chest, with smaller white text below: 'YOUR CLOTHING IS SEWN TOGETHER WITH THE UNSEEN SUFFERING OF GARMENT WORKERS.' The background is a simple light gray.
A close-up of a leg from the mid-calf down, wearing light beige corduroy pants, white ribbed socks, and a white Adidas Stan Smith sneaker. The pristine white shoe is heavily splattered and caked with dark brown mud around the entire sole and lower sides, giving it a permanently stained appearance. The background is a plain light grey. Large white text overlays the bottom of the image: 'THIS FOOTPRINT IS PERMENANT.' Below that, smaller white text reads: 'THE FASHION INDUSTRY WILL ACCOUNT FOR 26% OF GREENHOUSE EMISSIONS BY 2050 IF NOTHING IS DONE.'
A full-body studio shot of a young man with black liquid dripping down his face and covering his forearms and hands, symbolizing oil. He wears a grey sweatshirt, black shorts, white socks, and blue and yellow running shoes, holding a black Nike duffel bag. Various labels with percentages of synthetic fabrics (Nylon, Spandex, Rayon, Elastane, Polyester) point to his clothing and bag. Large white text across his torso reads 'OIL IS EVERYWHERE.' At the bottom, a smaller white caption explains: 'MOST SYNTHETIC FIBRE IS MADE OUT OF PETROLEUM, A NATURAL NON-RENEWABLE RESOURCE. AT THE CURRENT RATE OF CONSUMPTION ALL FOSSIL FUEL WILL BE DRAINED BY 2060.'
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