Ruthie Davis

Did you know Gen Z is projected to become the primary consumer of luxury fashion by 2030? Or the fact that 91% of Gen Z say that they want to buy from sustainable companies? Get a load of that. “Death to Fashion” was a campaign created by me and a group of students that focused on the lifecycle of heels. The line of heels that we focused on were made of apple leather in which they could be recycled instead of being thrown out with the other 300 million pair of shoes that get disposed of each year. Since consumers were unwilling to change their habits, we changed the shoe.