S.HE Posters
Ideation * Graphic Design * Conceptual Design
Fast fashion is seductive - clean packaging, endless variety, effortless clicks. But behind every folded shirt and promotional banner lies a system built on excess, exploitation, and erasure.
S.HE is a poster series that mimics the language of retail, only to subvert it from within.
What seems like another lifestyle product is, in fact, a quiet act of criticism - sealed in plastic, labeled with truth, and priced at a cost we rarely see. This is not an attack, It’s a reflection. A carefully packaged confrontation.
The Real Price Tag
This project was developed as part of the course Introduction to Design Thinking and Message Delivery, in the Visual Communication studies.
The brief was to create a series of A3 posters addressing a topic related to sustainability or environmental responsibility.
I chose to focus on the fast fashion industry - not by preaching or presenting data, but through a restrained visual critique that mirrors the aesthetics of the very system it questions.
Using irony, stylized packaging, and bold typographic contrasts, the posters invite viewers to reconsider their own role in a culture of overconsumption.
I began with broad research into sustainability, environmental justice, and consumption habits. Than, I narrowed the topic to fast fashion, focusing on its effects on labor, emissions, and pollution - and how these are hidden behind low prices and constant new arrivals.
The main title S.HE is a layered play on words - referencing the fast fashion giant SHEIN, while also functioning as a double-gendered address: both he and she. The added period breaks the word visually and semantically, turning it into a subtle critique directed at the consumer, regardless of gender.
Each poster begins with S.HE followed by a verb - assists, supports, increases - shifting the spotlight from the brand to the buyer, and from the product to the impact.I designed each poster as a mock product package - a sealed, transparent zip-bag holding a brightly colored garment.
The visual style mimics commercial clarity, while the bold black statements underneath disrupt the appeal.
The goal: to draw the viewer in - and then hold up a mirror.The typography is intentionally sharp and clinical, contrasting the softness of the clothing.
Supporting text at the bottom delivers hard data, grounding each message in fact rather than emotion.The posters don’t accuse directly. Instead, they expose.
They’re meant to challenge the viewer’s comfort zone - to provoke reflection rather than offer moral superiority.
