The Implementation of Slow Fashion Brand Awareness on Instagram: ‘Sejauh Mata Memandang’

Sejauh Mata Memandang, a fashion brand, uses its Instagram account, @sejauh_mata_memandang, to communicate its slow fashion branding. The brand also refers to slow fashion as “Daur†or “Circularity,†which means “Turning Waste into Clothes.†This study examines the effectiveness of Sejauh Mata Memandang’s visual aesthetics and presentation modality on Instagram in building brand awareness for its slow fashion approach. The analysis focuses on the brand’s content strategy in promoting the slow fashion message. The study is grounded in the theoretical framework of brand awareness, which is approached from a constructivist paradigm. The study employed a qualitative approach, utilizing a sociocultural lens. Primary data was collected through in-depth interviews with informants, supplemented by observations, documentation, and literature reviews. The findings indicate that Sejauh Mata Memandang’s visual storytelling, captivating content, and strategic use of influencers are effective in building brand awareness for its slow fashion philosophy. To strengthen its slow fashion brand awareness, Sejauh Mata Memandang employs several strategies: engaging in collaborations, addressing societal issues through problem-solving, cultivating a strong brand image, educating the market, joining relevant organizations, and hosting mini-expos. The study contributes to the understanding of how fashion brands can leverage social media, particularly Instagram, to promote and raise awareness for sustainable fashion practices.