Hubbub's #WhatsInMyWash campaign raises awareness about microfibers from textiles, which account for 1/3 of primary microplastics in the ocean. I led the campaign from concept through to delivery, overseeing strategy, coordination, design, and branding, while working directly with funders and partners. The campaign simplifies scientific information on microfiber pollution, offers practical tips for consumers, and encourages industry action. It initially launched with Campaign for Wool and House of Fraser.
Key Achievements:
Media: Over 200 news features, including The Sun Fabulous.
Social Media: Reached 3.4 million people, gaining 8.4 million impressions.
Video Impact: Campaign video viewed 76,700+ times, vlogs with 53,600 views.
Wider Impact: Influenced discussions in the UK Parliament and British Retail Consortium.
Installations:
Old Street Station: Reached 210,000 people with 763 direct engagements (June 2018).
Bond Street Station: Reached 675,000 people with 1,048 engagements (November 2018).
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The APPG for Ethics and Sustainability in Fashion launched in 2020 with Fashion Roundtable acting as secretariat and Hubbub as advisors. As part of my work as Fashion Lead at Hubbub, in early 2020 I led a team to conduct research and interviews with leaders across the fashion industry to explore the sustainability landscape and build a set of recommendations to take to parliament. You can read the full report here.
As a Creative Partner at Hubbub, I lead their fashion department. In 2018, I developed the charity’s fashion strategy which pivoted towards bringing more of Generation Z into the slow fashion community and identified key development areas such as material innovation, sustainable leisure wear and gaining government support for innovation.
The strategy led to Hubbub working with the APPG for Ethics and Sustainability in Fashion and collaborating with businesses such as Woolovers on public research.
As part of my role, I led ongoing comms for our channels, using seasonal hooks to educate the public on the impact of fast fashion such as talking about party wear at Christmas and plastic waste from costumes at Halloween. I was Hubbub’s media spokesperson for fashion and often provided interviews for research papers, radio and media.
Bright Friday is a campaign by Hubbub encouraging sustainable choices by providing an alternative to Black Friday sales.
With a focus on fashion, we created a series of events, pop-up installations and messages to help people find creative ways to get fashion fixes for less, and to remind people that we don't need to buy new, break our bank or the planet, to feel good.
Across the 2016 and 2017 campaigns, Bright Friday generated over 21 million PR opportunities to hear about Hubbub’s sustainable messaging, including coverage on Sky News and The Metro. The campaign reached over 3.3 million people online and 3,000 people took part in events, styling sessions, workshops and FAUX.
In total, the campaigns extended the life of 639 items of clothing through swapping or repairing, directly preventing textiles from going to waste.
Read the full impact report.
An estimated 7 million Halloween costumes are thrown away every year, contributing to 2,000 tonnes of plastic waste. That’s the same as 83 million plastic bottles! In 2019 Hubbub research discovered that more than 39 million families dress up for Halloween in the UK and 90% of families buy new costumes every year, 40% of which are worn only once. The good news is there are lot of ways to have a more sustainable Halloween. To provide an alternative way of getting that Stranger Things look, we toured a costume swap and upcycling workshops across North London and created simple How To vids about how to turn old clothes into popping costumes.
I led on design, art direction and supported in delivering the workshops.
Sister Soldarity is a charity tshirt I’ve launched campaigns with intermittently since 2017 to raise funds for different charities across the UK. Printed on organic cotton, the t-shirt is produced ethically and sustainably in small runs . The original design was inspired by the Women’s March and sales of the t-shirt have raised over £1500 for charities such as Bloody Good Period and UK Black Pride.
@slow_fashion_lottie was born during lockdown in May 2020 as a place to promote small businesses, bring together people in the slow fashion community and share my knowledge about fashion’s impact on the planet.
I’ve collaborated with many brands including BYBI, Ethical Superstore, Nike and HURR. All content is created, styled and produced by me.
Drop me a message if share my values and want to collaborate on some content.
As part of a collaboration between Hubbub and Woolovers, we conducted public polling and hosted workshops across the UK to explore attitudes of women towards fast fashion and how these differ dependant on age.
Key findings were then shared through social media and press such as Pebble magazine.
I’m a slow fashion communications expert. My work is varied and far reaching. I’ve led on major awareness raising campaigns for clients such as Campaign for Wool and House of Fraser, built my own audience through instagram and collaborated with businesses such as HURR and Nike on content to promote sustainably made products. I’ve provided quotes for media such as The Guardian and Drapers about topics ranging from sequins to the impact of COVID on the fashion industry, been interviewed for podcasts and radio shows such as BBC 5 Live, provided evidence on microfibres for Fixing Fashion (The EAC’s investigation into fast fashion) and led on research for the APPG for Ethics and Sustainability in Fashion.
I believe that slow fashion is the future and that anyone can find a way to take a more mindful approach to their wardrobe.
