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Turning harm into harmony : 3 scenario’s for holistic labelling

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Turning harm into harmony : 3 scenario’s for holistic labelling

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Samenvatting

QUOTES “H&M is trying to close the loop without ‘the end of use’ in mind at the start of creation. Their labels are a great example that the principle of designing for reincarnation is not yet implemented in their own products. Closing the loop is not solely about taking back your clothes, rather on creating products that are fit for a second life. By rethinking and redesigning the label we will get one step closer to closing the loop.” “The idea: more eco-effective labels that blend in with the product.” CURRENT LABELS OF THE ‘H&M CONSCIOUS’ COLLECTION: >Brand label: sharp edges; material difference with product. >Size label: material difference with product; unnecessary use of material. >Care label: too big; too many pages; limited information; information in too many languages; information is hard to read; no clear structure; material differentiates from product. CONCLUSION: since the current labels all have to be removed before recycling and reconditioning is possible, all these hours and costs should be invested in creating better designs or materials of the brand, size and care labels. ALTERNATIVE LABELS: >Brand label: less material needed; smaller design; skin friendly; same material as product. >Size label: same material as product; less material needed; skin friendly. >Care label: same material as product; skin friendly; less pages; less material needed; user friendly; EU oriented; fewer languages. CONCLUSION: the alternative label is not an obstacle in the process of recycling and reconditioning anymore. SCENARIO 1 This booklet is dedicated to scenario 1, created to show H&M Conscious what the first steps to more conscious labeling could be. A journey that will change the current label into an imperfect, perfect label. Imperfect because we still need a label, perfect because it has been transformed into the best possible version of itself. SCENARIO 2 This booklet is dedicated to scenario 2, created to show H&M Conscious how Augmented Reality can help to transform their label into a more transparent, user-friendly communication tool. An experience that allows you to see-through the label straight into a whole new digital world. A world where the identity of the product is truthfully represented. SCENARIO 3 This booklet is dedicated to scenario 3, created to show H&M Conscious that a combination of Augmented Reality and RFID technology have the potential to reduce H&M’s environmental footprint significantly. The most sustainable label is no label at all, therefore this scenario focuses on only keeping the essentials and dissolving the unnecessary. A philosophy that can ultimately resolve the tremendous amount of waste caused by labels.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2016
TypeBachelor
TaalEngels

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