Authentic Awhina
A clothing brand promoting social awareness in Auckland, New Zealand, through interviews, research, and unique textile prints, inspired by successful local marketing movements."
Authentic Awhinā" embodies a commitment to social consciousness and community engagement. Our journey began with a simple yet profound realization: clothing can be more than just a fashion statement; it can be a vehicle for social change. Thus, the name "Awhinā," derived from the Māori word for help and support, resonated deeply with our ethos and mission.
Rooted in Auckland, New Zealand, our project's core focus is twofold: to create clothing that reflects our personal style and values, and to raise awareness about pressing social issues facing our community. Through a process of interviews, discussions, and extensive research, we identify key topics that demand attention and delve into their complexities. Utilizing platforms like Facebook for communication and feedback, we harness the collective wisdom and insights of our audience, ensuring our endeavors remain community-driven and relevant.
Translating these insights into tangible form, we imbue our clothing and textiles with imagery that captures the essence of the issues we seek to address. Our theoretical framework draws upon a synthesis of academic research, real-world observations, and web-based exploration, continually evolving as we interrogate the efficacy of clothing as a medium for social advocacy.
Inspired by the success of local marketing movements like the "IT'S NOT OK" Domestic Violence campaign, we recognize the power of strategic messaging and sustained engagement. By adopting a similar approach, blending mass media advertising with community development initiatives, we aim to amplify our impact and effect meaningful behavior change.
Our ambitions extend beyond immediate success. We envision "Authentic Awhinā" as a prototype for a sustainable, scalable project with broader reach and influence. Drawing on lessons from past campaigns and insights from fashion trends and industry dynamics, we chart a course toward a more socially conscious future.
Ultimately, our goal is clear: to leverage the power of fashion as a force for good, catalyzing positive change in our community and beyond. Through "Authentic Awhinā," we aspire to not only spark conversations but also inspire action, paving the way for a brighter, more inclusive future for all.
If you would like to see more videos please visit the You Tube Channel https://www.youtube.com/@authenticawhina1689