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SHRINKFASHION
Collaboration with Amelia Belam
PROBLEM
INSIGHT
SOLUTION
Products are shrinking and getting more expensive
How would people feel if their clothes were also
getting smaller?
Creating 'Shrinkfashion' a collective, making an invisible problem, visible & calling out big corporations.
Shrinkflation caused rising concern in 2025, but fewer Britons are changing shopping habits
According to YouGov
A COLLABORATION WITH
Creative Director: Amelia Belam
Photographer: Leah Jones
Models: Alice Francis-Bruce, Rose Perrin & Naomi Ashby
Stylists: Luisa Carloni & Elsie McLarnon
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