Post production 6: Critical reflection

 Here is a copy of my critical reflection on my documentary, Behind The Seams:

Critical Reflection

Sehika K Vanga

In creating ‘Behind The Seams’, a short documentary on the environmental impact of fast fashion and sustainable alternatives, my goal was to raise awareness and inspire a call to action in the viewers. Using Ewoke, a local sustainable fashion brand, as a case study, the documentary explores how ethical fashion choices can counter the harmful effects of mass fast fashion clothing production. 

Representation of social groups and issues

The documentary addresses the huge environmental issue of the negative impact that fast fashion brands and their methods of production are creating. It goes on to talk about how harmful it can be to our society and to us individually, going as far as to even affect our health. It showcases clips and videos of the impact being created on a large scale, so viewers are educated and aware of how much this issue is affecting our ecosystem. Using these visuals, the documentary highlights how fast fashion contributes to pollution, excessive waste, and unethical factory conditions, which builds an emotional connection and brings an urgency for the issue in viewers. In contrast to this issue, the documentary displays Ewoke, a local sustainable brand, known for its ethical and eco-friendly ways of production, as an example of a sustainable yet stylish alternative.

The documentary also represents a growing social group, conscious consumers who seek more sustainable alternatives. By showcasing Ewoke’s commitment to ethical sourcing and eco-friendly production, the film aligns with the movement toward slow fashion. Ewoke’s founder, Shruti Rawal, is shown as a voice advocating for responsible consumerism. Her perspective not only personalizes the issue but also offers viewers a potential solution to the fast fashion crisis our society is facing today.

Branding and production elements

To create a unique and cohesive brand identity, the documentary follows an aesthetic that aligns with the ethos of sustainable fashion. The visual elements, including pastel tones, the footage of their store and interview are shot in bright lighting, and shots of eco-friendly fabric and trims like tensel, hemp, buttons made of shells and more, reinforce the theme of sustainability strongly throughout the film. 

Music and sound design also play a crucial role in branding. The background score, a soft instrumental tone, complements the reflective and informative tone of the documentary. The use of real-life natural sounds, such as the noisy streets and the surrounding area’s activities in the establishing shots, helps the audience get a clear image of where it is being set and adds to the immersive experience.

Additionally, the typography and graphics also contribute to branding. The title ‘Behind The Seams’ is displayed in a minimalist, elegant, modern, yet bold font, reflecting the simplicity and elegance of sustainable fashion. Infographics presenting statistics on fashion waste and pollution are styled consistently with Ewoke’s branding, ensuring that the film visually aligns with the brand it highlights and the overall aesthetic.

Audience engagement

Engaging a diverse and modern audience, especially Gen Z and Millennials, who are both fashion-driven and environmentally conscious, was a crucial consideration and this was done by blending emotional appeal, informative insights, and eye-catching visuals. The documentary follows a problem-solution format, making it interesting as well as balanced. It begins with showing large-scale drone shots and visuals of excess consumerism, textile waste and pollution, immediately capturing audience attention. It then introduces Shruti addressing the issues and how her brand Ewoke is an example of a sustainable alternative. It also offers viewers what they can take as consumers towards making the fashion industry market more ethically driven.

Moreover, the insights from Ewoke’s founder create an interesting hook for those who are looking to change their ways of making fashion choices. By giving the audience reasons for how we are all affected by fast fashion, the documentary also encourages empathy and a deeper connection to the issue. Behind the seams also encourages viewers to be a part of creating changes through my social media page by posting about sustainable fashion news and updates to using hashtags such as #behindtheseams, #sustainablefashion and #fashiondocumentary which gives the fiml a chance to be recognised by users around the world sharing an interest in fashion films and sustainable fashion as well as encourage others to post about their sustainable fashion stories, creating a potential sense of community.

Research and challenging conventions 

Research is what backed the whole project, and the content shown in the film. Borrowing copywrighted clips of the environmental impact of fast fashion around the world and researching the statistics and reading different articles helped in adding to my interest towards the subject, selecting the right local brand and communicating with them, as well as in curating the questions, information being spoken, and issues addressed in the film. 

Also, instead of focusing on only one aspect of the issue, the documentary explores multiple views, like consumerism today, sustainable vs fast fashion production methods, etc., giving the viewer a gist of different topics in under 5 minutes. While the documentary uses conventions from expository formats, such as voiceover narration and fact-based storytelling, it also challenges others. For example, instead of relying heavily on statistics and creating a sense of panic in the viewers, it introduces a better way of fashion by showcasing Ewoke as a practical, attractive alternative. This subtle narrative shift from crisis to solution distinguishes Behind The Seams from other documentaries exploring this issue.

Furthermore, this film also breaks the fourth wall at times, adding to its uniqueness with interview subjects directly addressing the audience and even giving future entrepreneurs or fashion enthusiasts advice to start off. This technique fosters a sense of intimacy and urgency with the audience, making the issue feel personal rather than distant. 

To conclude, Behind the Seams is more than just a film on showing fast fashion’s unethical ways, but a call for change in society. Through storytelling, strong branding, and research-driven insights, the documentary aims to raise awareness about the environmental and social consequences of the fashion industry that isn’t talked about as much. Through Ewoke, it presents a hopeful alternative, proving that sustainable fashion is not only possible but necessary, resulting in the documentary doing more than raising awareness; it empowers its audience to rethink their role in the fashion ecosystem. Whether it's through supporting local brands, reducing overconsumption, or simply becoming more informed, the film encourages small changes that can lead to collective impact.