THE TIME IS NOW! NEW CITIZEN 1.5

The European Institute of Design, CID - the Italian Detox Consortium and Greenpeace Italy present the evolution of the project The Time is Now!, born in 2018, and expression of sustainable fashion. An evolution that today investigates the profile of the New Citizen 1.5, a contemporary citizen who is aware of the state of crisis of our planet as well as being able to bring about a change of course with his/her choices.

A selection of IED Italia students from the Schools of Fashion, Design and Communication worked in synergy to create 7 personas representing the languages and styles of different and contemporary worlds. From these were born 7 capsule collections full of "families" of products designed for the Green Market of Greenpeace, which can guide sustainable behaviour in their future use.

Finally, the Communication students took up the challenge of the months spent in lockdown and turned it into an opportunity to relate the resilience work carried out by the whole team during the months of working remotely. That’s how the short film The Time Is Now! New Citizen 1.5 directed by Daniel Fazio, Founder and Creative Director of Loft Films Ltd was born.