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PLYMOUTH COLLEGE OF ART

Tavistock Place, 

Plymouth, PL4 8AT

ESSI PEUHKURI

Question: How could branding be used to introduce a reflective dialogue about value in to the consumption of fashion goods?

 

Essi Peuhkuri is an ethically driven designer whose work reshapes perceptions surrounding fashion consumption and branding. Through the creation of an alternative fashion platform and online store titled ‘CAREFREE’, Essi is looking to turn the traditional experience of online shopping inside out. By removing product imagery and replacing it with the items’ care labels, Essi is setting product care, quality and origin as the key focus of the selection process and fighting the image driven over-consumption of fast fashion by raising awareness of value and care.

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