Zhiyang Wang | Shadow Behind: Greenwashing in Fast Fashion’s Green Advertising Practices

 
“Shadow Behind” is an innovative and thought-provoking interactive artwork that directly addresses the pervasive issue of greenwashing in the fast fashion industry. Through the seamless integration of Shadow Art and Physical Computing, this project provides viewers with a distinctive opportunity to explore the concealed realities behind sustainability claims and encourages critical thinking.
The installation comprises ten meticulously crafted fabrications suspended against a white wall, with moving words commonly used in greenwashing projected onto it. Initially, only the green sustainable words are visible, symbolizing the industry’s superficial promises. However, upon closer inspection, the words disappear, exposing the stark contrast between sustainable claims and actual impact. By combining Shadow Art and Physical Computing, “Shadow Behind” creates an immersive experience that prompts profound introspection. What sets “Shadow Behind” apart is its fusion of art, technology, and critical inquiry to confront the issue of greenwashing head-on. It challenges viewers to question the practices of the fast fashion industry and reflect on the broader consequences of their consumption choices. The captivating display and interactive nature of the project aim to raise awareness, foster critical thinking, and inspire a shift towards more sustainable behaviors. By promoting an informed and responsible approach to green advertising, “Shadow Behind” empowers individuals and seeks positive change within the fashion industry.
The significance of “Shadow Behind” reaches beyond academia, resonating with a wide audience and making it suitable for mainstream media publication. Its language is clear, concise, and engaging, capturing and retaining the audience’s attention throughout. By offering a compelling critique of greenwashing in the fast fashion industry, this project challenges existing norms. Through its fusion of art, technology, and critical inquiry, “Shadow Behind” aims to transform perceptions and behaviors, encouraging a more sustainable and responsible approach to fashion consumption. With its immersive installation and thought-provoking design, “Shadow Behind” represents a pivotal step towards cultivating a more informed and conscientious society.