Rotation
Your styling big sister with activism at it's core.
KATIE WHEATLEY, AMY MULLEN-BROWN, CHARLOTTE CROMPTON, FLORA FAN AND OLIVIA SCHOFIELD
Our Mission
- We’re a new magazine aiming to reinvent sustainable fashion with activism at our core. A universal understanding of sustainability is more important than ever and we want to be part of the movement for change.
- Our brand is made up of two parts: sustainable fashion styling tips, and activism.
- We will cater to the fashion needs of 18 to 25 year-olds, whilst providing a space to teach them about activism in an accessible way.
- We want to be our reader's stylish big sister.
- We aim to educate, inspire, entertain and convince while understanding how accessible sustainable fashion is to our audience.
- We want our readers to look and feel their best whilst doing their bit for the planet.
ROTATION
Digital Platform
13
Not only will we create a digital print magazine but we'll also be on:
Facebook Twitter
TikTok Instagram
ROTATION
Our Values
13
01
Education:
We aim to educate our readers about sustainable fashion, keeping within our two main areas of styling tips and activism. Our brand will offer readers everything they need to know to kickstart their sustainable fashion journey, or improve it.
02
Transparency:
We aim to promote an understanding of the lifecycle of our clothes to our readership, including where they come from, who made them and making them aware of the flaws of fast fashion.
ROTATION
Our Values
13
03
Inclusivity and Diversity:
We aim to be intersectional and represent everyone – we will be inclusive of all body shapes and sizes, races, ethnicities, abilities, sexualities and socio-economic factors that affect how accessible sustainable fashion is to our readership.
04
Self-Expression:
We value being true to yourself, by not always feeling the need to follow trends and instead choosing clothes that bring you joy. We want to encourage our readership to be authentically themselves and not let society and fast fashion dictate what they should and should not wear.
ROTATION
WHY ARE WE NEEDED?
It is no secret the fast fashion industry is an unsustainable business model with a dark side. From a large consumption of plastic and a huge carbon footprint, to it’s lack of workers’ rights, the list goes on.
Nearly 1.2 billion tonnes of greenhouse gas emissions are produced annually. Fashion is the second largest polluting industry in the world after oil.
It is estimated the fast fashion industry is responsible for 92 million tonnes of waste per year, and only 13% of clothing and footwear was actually recycled in 2018.
Nearly 93% of brands aren’t paying their garment workers a living wage and are expected to work 14 to 16 hours, seven days a week.
(Secondary Research)
ROTATION
WHY ARE WE NEEDED?
We know our readers are ditching fast fashion and are now shopping with both longevity and sustainability in mind. However, they still want to look fashionable.We know many of our readers are turning to sustainable fashion, with:
66%
of all British consumers having either bought or are interested in buying secondhand fashion.
42%
of consumers are ditching certain clothing and footwear brands due to growing ethical or sustainability concerns.
(Secondary Research)
ROTATION
WHY ARE WE NEEDED?
Yet, there’s a gap... Most consumers don’t know where to start when it comes to adopting a more sustainable lifestyle:
16%
of say shopping sustainability is too expensive
15%
said there is not enough information available to aid them adopting a sustainable lifestyle
(Secondary Research)
ROTATION
OUR READERS
MEET MILLIE...
- A 19-year-old female studying sociology at university, with a part-time retail job on weekends
- Most interested in styling tips and how to stop shopping fast fashion
- Feels there is a lack of accessible information online about how to shop sustainably on a student budget
- Wants to change her existing shopping habits – her favourites are PLT, Primark and Boohoo
- Will turn to our styling section to help discover her personal style – which her boyfriend and parents have always encouraged her to find, rather than conforming to trends and what influencers are wearing
- Less interested in becoming a sustainable fashion activist because of the negative connotations held by some, but that may change with time
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OUR READERS
MEET IZZY...
- A 21-year-old female studying English Literature at university, with a part-time job at a thrift store
- Most interested in upcycling clothing – she keeps an eye out for the best items at work
- Feels the magazine industry lacks content that encourages you to act and dress exactly how you want – which she has found in our brand
- Not afraid to dress exactly how she wants and subvert the trends
- Has an outgoing, eccentric personality and a love/hate style – seen as 'alternative' to those who dislike it
- Extremely interested in sustainable fashion activism and won't shy away from becoming an activist despite its negative connotations for some
- Her favourite places to shop are Depop and her local vintage clothing stores
- Has to shop fast fashion occasionally as she is a student
- Vegan and has been for four years – would be disappointed to see leather products promoted
- Main interests are fashion, feminism and music
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OUR READERS
MEET REBECCA...
- A 23-year-old female fiction novel writer who graduated two years ago
- Has already reduced her consumption of fast fashion, so her main interest is how to become an activist
- Particularly interested in human rights and the treatment of garment workers
- Cost is holding her back from being more sustainable than she already is – trying to save for her first home
- Has a better understanding of sustainability than most her age
- Would happily spend more money on an item if she knew it was made sustainably
- Been a vegan for three years and would be disappointed to see leather promoted in a sustainable fashion magazine
- She recycles, uses public transport and limits plastic consumption as much as she can
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OUR CONTENT
WE HAVE FOUR MAIN PILLARS OF CONTENT WE WOULD LIKE TO COVER:
STYLING TIPS:
ACTIVISM:
A major theme of our content will be styling tips and advice. Our audience may be fashion novices looking to reinvent their wardrobe to become more eco-conscious, or it might be a plant mum looking to take the first steps to becoming an activist. We aim to cater for all and be approachable.
Unlike other sustainable fashion magazines, our brand aims to produce a mixture of fashion tips and tricks with information about activism. Particularly, we want to cover the devastating socioeconomic impact the fast fashion industry is having on human rights, body image and animal rights.
PROFILE INTERVIEWS:
BIG SISTERLY ADVICE
We want to be our reader’s stylish big sister, who they never knew they needed. We want to help them find accessible and affordable sustainable fashion and help to answer difficult questions like, is it okay to shop at Primark?
We would also like to see some profile interview features withn our magazine. We'd love to see long, in-depth and personal profiles on people who are doing something great within the sustainable fashion sphere – this is something you may want to pitch.
COMPETITORS
MAGAZINES:
ACTIVISTS:
ACTIVISTS: Venetia La Manna. Fight for slow fashion in a very vocal way. HOW ARE WE DIFFERENT? We are not as invasive and we will provide much more information in our articles. We are focusing on styling too.
MAINSTREAM FASHION MAGAZINES I.E VOGUE, GRAZIA, COSMO, DAZED ETC. They have consistant, recognisable branding and have trust from the readers. Established name. HOW ARE WE DIFFERENT? They encourage readers to buy into every trend whereas we want readers/viewers on socials to find their personal style. We understand our reader's price points. They also aren't always inclusive with sizings. SUSTAINABLE FASHION MAGAZINES I.E MAD 'BOUT DOIN, FOOTPRINT MAGAZINE, ELOQUENTIA. All give a voice to slow fashion culture HOW ARE WE DIFFERENT? All platforms lack personal touch. We want our readers to feel a genuine connection with our brand. We will also discuss styling.
INFLUENCERS:
INFLUENCER: NAYNA FLORENCE, LAINI OZARK, THAT CURLY TOP, GRACE BEVERLEY. Advocates of sustainable fashion within the industry. They have large followings and people trust them. HOW ARE WE DIFFERENT? They also use platforms for lifestyle content too. Some don't mention the activism side of fast fashion. They are always doing paid ads so it's hard to know what products to actually buy into.
That's why we're needed
That’s where we come in. We’ll bridge the gap by providing styling content and sustainable fashion activism. Particularly, the devastating socio-economic impact the fast fashion industry is having on human rights, body image and animal rights. But we want to be approachable and cater for all. We’ll be the big sister our reader didn’t know they needed!
ROTATION
CONTENT/PITCH IDEAS
Deep dives into the greenwashing of fast fashion brands Profile interviews – sustainable influencers, entrepreneurs, etc. Body positivity – how inclusive is the sustainable fashion industry? Is renting clothes the way forward?
Vintage fashion – the trend explained Are Gen Z the most eco-friendly fashion generation? What is the future of the sustainable fashion industry? The rise of resale apps
ROTATION
Any Questions?
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Rotation
Your styling big sister with activism at it's core.
KATIE WHEATLEY, AMY MULLEN-BROWN, CHARLOTTE CROMPTON, FLORA FAN AND OLIVIA SCHOFIELD
Our Mission
ROTATION
Digital Platform
13
Not only will we create a digital print magazine but we'll also be on:
Facebook Twitter
TikTok Instagram
ROTATION
Our Values
13
01
Education:
We aim to educate our readers about sustainable fashion, keeping within our two main areas of styling tips and activism. Our brand will offer readers everything they need to know to kickstart their sustainable fashion journey, or improve it.
02
Transparency:
We aim to promote an understanding of the lifecycle of our clothes to our readership, including where they come from, who made them and making them aware of the flaws of fast fashion.
ROTATION
Our Values
13
03
Inclusivity and Diversity:
We aim to be intersectional and represent everyone – we will be inclusive of all body shapes and sizes, races, ethnicities, abilities, sexualities and socio-economic factors that affect how accessible sustainable fashion is to our readership.
04
Self-Expression:
We value being true to yourself, by not always feeling the need to follow trends and instead choosing clothes that bring you joy. We want to encourage our readership to be authentically themselves and not let society and fast fashion dictate what they should and should not wear.
ROTATION
WHY ARE WE NEEDED?
It is no secret the fast fashion industry is an unsustainable business model with a dark side. From a large consumption of plastic and a huge carbon footprint, to it’s lack of workers’ rights, the list goes on.
Nearly 1.2 billion tonnes of greenhouse gas emissions are produced annually. Fashion is the second largest polluting industry in the world after oil.
It is estimated the fast fashion industry is responsible for 92 million tonnes of waste per year, and only 13% of clothing and footwear was actually recycled in 2018.
Nearly 93% of brands aren’t paying their garment workers a living wage and are expected to work 14 to 16 hours, seven days a week.
(Secondary Research)
ROTATION
WHY ARE WE NEEDED?
We know our readers are ditching fast fashion and are now shopping with both longevity and sustainability in mind. However, they still want to look fashionable.We know many of our readers are turning to sustainable fashion, with:
66%
of all British consumers having either bought or are interested in buying secondhand fashion.
42%
of consumers are ditching certain clothing and footwear brands due to growing ethical or sustainability concerns.
(Secondary Research)
ROTATION
WHY ARE WE NEEDED?
Yet, there’s a gap... Most consumers don’t know where to start when it comes to adopting a more sustainable lifestyle:
16%
of say shopping sustainability is too expensive
15%
said there is not enough information available to aid them adopting a sustainable lifestyle
(Secondary Research)
ROTATION
OUR READERS
MEET MILLIE...
ROTATION
OUR READERS
MEET IZZY...
ROTATION
OUR READERS
MEET REBECCA...
ROTATION
OUR CONTENT
WE HAVE FOUR MAIN PILLARS OF CONTENT WE WOULD LIKE TO COVER:
STYLING TIPS:
ACTIVISM:
A major theme of our content will be styling tips and advice. Our audience may be fashion novices looking to reinvent their wardrobe to become more eco-conscious, or it might be a plant mum looking to take the first steps to becoming an activist. We aim to cater for all and be approachable.
Unlike other sustainable fashion magazines, our brand aims to produce a mixture of fashion tips and tricks with information about activism. Particularly, we want to cover the devastating socioeconomic impact the fast fashion industry is having on human rights, body image and animal rights.
PROFILE INTERVIEWS:
BIG SISTERLY ADVICE
We want to be our reader’s stylish big sister, who they never knew they needed. We want to help them find accessible and affordable sustainable fashion and help to answer difficult questions like, is it okay to shop at Primark?
We would also like to see some profile interview features withn our magazine. We'd love to see long, in-depth and personal profiles on people who are doing something great within the sustainable fashion sphere – this is something you may want to pitch.
COMPETITORS
MAGAZINES:
ACTIVISTS:
ACTIVISTS: Venetia La Manna. Fight for slow fashion in a very vocal way. HOW ARE WE DIFFERENT? We are not as invasive and we will provide much more information in our articles. We are focusing on styling too.
MAINSTREAM FASHION MAGAZINES I.E VOGUE, GRAZIA, COSMO, DAZED ETC. They have consistant, recognisable branding and have trust from the readers. Established name. HOW ARE WE DIFFERENT? They encourage readers to buy into every trend whereas we want readers/viewers on socials to find their personal style. We understand our reader's price points. They also aren't always inclusive with sizings. SUSTAINABLE FASHION MAGAZINES I.E MAD 'BOUT DOIN, FOOTPRINT MAGAZINE, ELOQUENTIA. All give a voice to slow fashion culture HOW ARE WE DIFFERENT? All platforms lack personal touch. We want our readers to feel a genuine connection with our brand. We will also discuss styling.
INFLUENCERS:
INFLUENCER: NAYNA FLORENCE, LAINI OZARK, THAT CURLY TOP, GRACE BEVERLEY. Advocates of sustainable fashion within the industry. They have large followings and people trust them. HOW ARE WE DIFFERENT? They also use platforms for lifestyle content too. Some don't mention the activism side of fast fashion. They are always doing paid ads so it's hard to know what products to actually buy into.
That's why we're needed
That’s where we come in. We’ll bridge the gap by providing styling content and sustainable fashion activism. Particularly, the devastating socio-economic impact the fast fashion industry is having on human rights, body image and animal rights. But we want to be approachable and cater for all. We’ll be the big sister our reader didn’t know they needed!
ROTATION
CONTENT/PITCH IDEAS
Deep dives into the greenwashing of fast fashion brands Profile interviews – sustainable influencers, entrepreneurs, etc. Body positivity – how inclusive is the sustainable fashion industry? Is renting clothes the way forward?
Vintage fashion – the trend explained Are Gen Z the most eco-friendly fashion generation? What is the future of the sustainable fashion industry? The rise of resale apps
ROTATION
Any Questions?