Augmented Reality Performance makes Fast Fashion Problems visible

To highlight the consequences of fast fashion, the Frankfurt Fashion Movement initiated a live and augmented reality performance on Frankfurt's Rathenauplatz in April 2022.

On the occasion of the global Fashion Revolution Week 2022, the network made the complex and consequential textile production chain physically and digitally visible.

At the beginning of this chain are millions of workers who do not receive a living wage. On average, around 55 people are involved in the production of a T-shirt. A corresponding number of painted T-shirts and extras stood symbolically for these (often exploited) people.

At the end of the chain, huge mountains of waste are produced every year. According to EU studies, 1 truckload of clothes is destroyed every second! Only 1% of all textiles are actually recycled!

The extent of this problem was illustrated by an augmented mountain of clothes surrounded by complementary facts and information.

In order to offer solutions and possibilities for action, passers-by could take small affirmation cards with tips to encourage them to rethink.

The location of the campaign was deliberately chosen: Frankfurt's Rathenauplatz is where Goethestraße with its luxury stores and Zeil, one of Germany's highest-turnover shopping streets, meet.

The virtual mountain of clothes remains visible and usable beyond the campaign as an Instagram filter.

The augmented reality installation was developed together with the augmented reality artist Maiken Laackmann from Frankfurt's Freitagsküche.