1. joannalayla_butterfly effect_redhanded_1

‘Red-handed’, Cluster Illustration May 2019

Illustration created for ‘Butterfly Effect: A Fashion Metamorphosis’, a love letter to sustainable fashion.

The ‘Butterfly Effect’ series is an illustrated love letter to the fashion industry, our choices as consumers and the sustainability movement. Speaking to and in harmony with fashion revolution week, the illustrations consider the environmental impact of the fashion industry and the inspiring metamorphosis to sustainable and plant-based alternatives.

Butterfly Effect suggests the small changes we can make for positive reverberations on the planet. Individuals can make a difference through the choices they make. For example, the illustration ‘Indigo Child’ questions the choices we make when we buy denim, a crippling amount of water is required to wash out the natural indigo colour of denim to create a pale wash jean. Brands such as Triarchy are part of a new sustainable denim movement. ‘Bloom’ celebrates the blossoming of the industry to create alternative sustainable plant-based fabrics such as Bloom Foam, high street brands such as H&M are now offering ranges in these new materials – its attainable. ‘Undressed’ questions how we take our clothes for granted, when really #lovedclotheslast.


CLUSTER is an east London arts pop-up shop showcasing an eclectic selection of creative talent. We support fresh and emerging designers and brands who are not afraid to be active, innovative and different.  It is a platform that takes a unique approach towards exhibiting and experiencing the creative arts, bringing together a range of styles and imaginative individuals into an intimate collective setting. We are working towards establishing a wider ground for exhibiting practices with an alternative touch.

Screenshot 2019-02-08 at 18.35.07

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