Case Study

Slow Fashion Movement is a global collective dedicated to reducing overconsumption and promoting ethical and sustainable fashion choices. 

As the Country Lead for Slow Fashion Movement (Pakistan), I have played a key role in growing the movement locally, raising awareness about sustainable fashion, and building a community of changemakers.

When I joined SFM, my primary goals were to establish a strong presence for the movement in Pakistan by creating visibility for SFM’s mission in a market where fast fashion dominates. This required ensuring that the conversation around sustainable fashion reached a diverse audience, including students, young professionals, and industry stakeholders. 

Another key objective was to create engaging campaigns that encourage mindful consumption. The aim was to design impactful initiatives that not only informed but also inspired behavior change, using social media, storytelling, and interactive discussions to shift perceptions around fashion choices. 

Additionally, I sought to build a dedicated team to support our advocacy efforts, recognizing that meaningful change requires collaboration. Bringing together passionate individuals with expertise in research, content creation, and community engagement was essential to strengthening our collective impact.

Some of the challenges I identified early on included a general lack of awareness about slow fashion and sustainability in Pakistan, making it difficult to gain traction for the movement. Fast fashion and overconsumption are deeply ingrained in local culture, posing a significant barrier to changing consumer behavior. Additionally, access to sustainable fashion alternatives remained limited, further complicating efforts to promote conscious consumption.

• Developing accessible and culturally relevant content to educate audiences.
• Strengthening collaborations with sustainability advocates and local brands.
• Encouraging behavior change through interactive campaigns, workshops, and discussions.

• Recruited research coordinators and a graphics coordinator, creating a well-rounded team to drive content, research, and outreach initiatives.
• Developed 25+ visually engaging infographics, storytelling campaigns, and educational resources that framed sustainable fashion within local contexts, making the concept more accessible and relatable.
• Partnered with over 15 sustainability advocates, ethical fashion brands, and industry professionals to amplify our message through joint awareness campaigns, Instagram collabs, expert discussions, and knowledge-sharing sessions.
• Designed and led 5+ campaigns on social media to educate people about slow fashion, circularity, and ethical fashion practices.

• Increased Instagram account engagement by 34%, reach by 329%, and content interactions by 63%. (Jan 2024 - Dec 2024)
  
• Developed content and Instagram campaigns that led to 29,239 total impressions. (Jan 2024 - Dec 2024) 
• Organized 4 discussions and workshops, with an average of 15 participants per session.
• Strengthened the presence of SFM in the region, making slow fashion a more recognized conversation in the sustainability space.