A&D ANNUAL 2022

Vanessa Lubrano

The Rinse Cycle' is an experimental civics campaign that seeks to engage consumers and creatives in countering greenwashing in fashion industry communications. Through a website, a scoring system titled ‘The Rinse Score’, and a pop-up workshop titled ‘The Laundry’, 'The Rinse Cycle' aims to rebuild trust through upskilling consumers in the assessment of the validity of green claims. For consumers who are sceptical of green communications — aged 20-35 — the project facilitates the identification of greenwashing strategies, understanding of 'The Rinse Score' system, and capacity to contribute to 'The Laundry' workshop, further accelerating civic resistance to fashion greenwashing.