ABOUT

CHANGING THE FUTURE

I undertook a project looking at Primark today and speculating where it may go in the near future, using social, environmental and economic trends to ground my concept. Capsule is a campaign that capitalises on what Primark does best - its plain white T-shirts - made from sustainable cotton!

By reducing its stock to just 3 key sizes of T-shirts it is able to move online and appeal through unisex fit.


REVOLUTIONISE SELLING

By simplifying its stock to unisex T-shirts, Primark can revolutionise the way it sells in stores through unique vending machine pop-ups, creating a novel yet space-saving selling-point.

CIRCULAR FASHION

Primark’s current business model for fast, affordable fashion, will not work in the near future - as regulations for circular fashion will be placed on such businesses forcing them to adapt. Capsule innovates the way Primark sells- solidifying it’s position as an eco-friendly brand. Capsule presents a completely recyclable/ up-cyclable collection which is both ethically grown and produced.


PACKAGING DESIGN

Capsule Packaging is 100% recyclable and reusable as a hanger for your ‘T-shirt for life’. Inside the packaging is everything you need to be able to fully customise your T-shirt to your perfect fit with online tutorials and opportunities for workshops and recycling drives in store.