Achal Seth – Heriot Watt University

Achal Seth

Fashion Branding and Promotion

Loopd

Circular Fashion Without Compromising Self-Expression

Design Statement: Fashion, like all other art forms, is deeply personal and expressive. It is a visual language through which identity, values, and culture are discussed and conveyed. Therefore, how we consume fashion is also pivotal to the construction of identity, as our personal choices represent larger cultural and societal beliefs, specifically surrounding the discussion of environmental costs of fashion. Loopd emerged as a way to challenge traditional consumption norms and aimed to move beyond just a transactional service to create a fulfilling brand experience that offers genuine connection, creative freedom, and self-exploration through fashion. I intend to continue creating designs for self-expression, identity, and social responsibility, creating a meaningful and lasting impact on the planet.

Project Statement: Today, fashion consumers are growing increasingly aware of several sustainability challenges. However, fast fashion, fleeting micro-trends, and overconsumption still normalise a buy-use-discard culture, exacerbating unsustainability in fashion. This leads to a value-action gap, wherein individuals value sustainability, yet sacrifice it for style identity, self-expression, and convenience. Loopd aims to provide a circular alternative to fast fashion for fashion enthusiasts and eco-conscious consumers. The digital platform offers commitment-free (rental) trend and designer-based capsule wardrobes, allowing consumers to explore styles guilt-free. Loopd allows users to form meaningful connections and gain fashion inspiration and voice through its integrated community and styling spaces. Thus, Loopd reimagines sustainable fashion as experimental, explorative, and enjoyable, rather than an obligation.