Consume Less, Be More.

Ryder Harntaweethong

ryder@harntaweethong.com / harntaweethong.com

In the current conditions of rising fast fashion waste, Gen-Z’s over-consumption of clothing is a growing problem. Due to a wide range of modern digital influences during a coming-of-age, the majority of young adults are unable to afford long-lasting designs, meaning most pieces end up in landfills due to their fast-paced production quality. So, how can Gen-Z continue to explore their identity without contributing even more to the current fashion waste crisis?

With this question in mind, H STUDIO designed by Ryder Harntaweethong, explores a possible solution through modular clothing. Drawn upon the brand’s philosophy and identity, “THIS IS NOT A BRAND. THIS IS YOU AND ME TALKING.”, the fashion film follows 3 characters differing in lifestyle and environments to encourage people to reflect upon their identity beyond consumerism. With their distinguishable identities talking throughout their styling, we observe the collaborative conversation between the designer’s suggestion in design and the consumer's response in practice.