Department of Marketing launches TV series to promote sustainable fashion

26 March 2021

 Six marketing students participated in the filming of an educational TV series to promote sustainable fashion
 Students modelled their self-designed upcycled clothing in the TV show

The Department of Marketing organised the Jockey Club Responsible Consumption Programme for the third year in a row with the support of The Hong Kong Jockey Club Charities Trust. Focusing on this year’s theme of “fast fashion”, the Programme produced an educational TV series to promote sustainable fashion.

The four-episode TV series, which features six HKBU marketing students, delves into the concept of sustainable fashion with the TV hosts. In the show, the students participate in an array of workshops, visits and challenges to explore ways of practising sustainable fashion by reducing purchases, upgrading and recycling. The TV series will be broadcast on Hong Kong Open TV every Saturday night at 8pm starting from 10 April 2021. The programme has also been broadcast on the Cable TV – Family Entertainment Channel.

The Department of Marketing received a donation of more than HK$8 million from The Hong Kong Jockey Club Charities Trust to offer this three-year environmental community education programme. It aims to raise awareness of responsible consumption in Hong Kong, and educate and engage teenagers on responsible consumption behaviours.

On top of the educational TV series, the Programme also included a secondary school marketing contest and a research project which aims to establish a validated measure of the social impact of responsible consumption.