This is Not A Fashion Campaign

This Is Not a Fashion Campaign is a feminist marketing project created in collaboration with Shekinah, a Plymouth-based charity supporting people experiencing homelessness and hardship. Rooted in the ethos of slow fashion and community care, the campaign subverts the polished world of traditional fashion advertising.

This campaign emerged from my desire to create something ethically engaged, socially useful and personally meaningful. It was also a deep dive into how I work as an artist- allowing me to illustrate through texture, styling, pose, and environment rather than pen and paper.

I didn’t want to mimic traditional fashion campaigns – I wanted to question them. Through my visual research, I became especially interested in the power and emotional resonance created through visual language. This is what allows my work to still feel recognisably like a campaign, while shifting and subverting the usual narrative, asking ‘can the visual language of desire be used to undo itself?’ Instead of saying “aspire to this”, it says “you already live this.” This creates a shift from aspiration to recognition: rather than projecting an unattainable ideal, it reflects the viewer to themselves using unpolished reality and reframes it as worthy of visibility.

I wasn’t interested in contributing to the cycle of newness – I wanted to explore values, identity, and the afterlives of garments. This work sits somewhere between a fashion campaign, a visual manifesto, and a political statement. It’s messy, personal, and rooted in questions - not in ‘devil’s advocate’ provocation, but in genuine curiosity. What if fashion could look like this? What if we saw clothes not as things to sell but as stories to tell?

Credits

Creative Director/ Illustrator: Fae Campion

Photographer: Freya Fairhurst

Stylist: Maddie Reilly

Model: Em Owens

Location Stylist: Maia Hanbury- Tenison

Assistant Stylist: Evie Denmead