Rosemary Eddy

Second-hand Stories is a campaign that promotes shopping second-hand and buying less clothing altogether, particularly among young people who are the most vulnerable to fast fashion and rapid trend cycles. The Campaign highlights the emotions, stories and meaning we hold behind our clothes, particularly secondhand items. It also encourages people to hold onto our clothes for longer, recognising what they mean to us, rather than replacing them frequently with meaningless items. This poster series emphasises the memories and feelings, like nostalgia, joy and confidence, we associate with our second-hand clothes. These posters can be displayed on public walls.

The poster series can also be displayed as bus stop signs. Each poster features playful, hand-drawn illustration, drawn over subjects who look happy, comfortable and confident in their second-hand clothes. The stories provided are lighthearted and unfiltered, being both entertaining and relatable for viewers. Essentially, the posters create a positive and fun association with second-hand shopping.

The aim of the DRK was to discover the current opinions and behaviours of people around buying and wearing clothes, and second-hand shopping. The interactive and playful nature of the DRK communicates the aesthetic of the campaign, setting a fun, eclectic tone. People of a range of ages participated in the research.

The A1 infographic visually represents the results of the DRK. Clear contrasts between the behaviours and opinions of respondents aged under 25 and over 50 were found, but overall, it was discovered that all age groups attach greater meaning and value to clothes that they found second-hand.

The tag can be attached to op-shop clothing, communicating to shoppers, and potential new owners, the previous owner's story. By learning about the previous life of an item, shoppers develop an emotional connection and greater appreciation for second-hand items and the clothes they already own.