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In the US, a hotline by ThredUp, a specialist in
second-hand clothes, was launched to raise
teenager awareness about responsible fashion in
collaboration with one of the stars from Stranger
Things, Priah Ferguson. Gen Z may characterise
themselves as fast fashion addicts, they are not
indifferent to the future of the planet and would
like to turn towards more sustainable and more
ethical fashion. Young people are always full of
contradictions. But the temptation of appealing
prices always seems stronger... Designed like a
Fast Fashion Confessional, this hotline collects
consumer testimonials and provides advice from
Priah Ferguson herself to help the kids get a
different perspective on how they consume fashion.
Because they are so popular, series are an ideal vehicle
to convey messages to young, online populations.
Stranger Things is set in the 1980s. What better
opportunity to make vintage clothes more desirable
and send messages about the virtues of the “Re”
economy? With its fun and off-the-wall tone of a hotline
as a fashion confessional, ThredUp creates intimacy
with its targets and keeps them away from any
culpability. This virtuous mechanism gives teenagers
a forum and turns Priah Ferguson’s messages into
recommendations and information about second-
hand clothes. Here, a sin confessed is a sin forgiven.
