Qleinclo - Can You Tell We’re Greenwashing?
Qleinclo is a fictional fast-fashion brand created to expose greenwashing in the fashion industry and highlight the exploitation of garment workers. Commissioned by anti-poverty charity War on Want, the project takes a satirical approach, using social media to mimic real fashion marketing. While the posts initially appeared to promote a genuine brand, the campaign’s critical message became increasingly clear over time. This gradual reveal encouraged viewers to engage more deeply, questioning the true intention of the account. Viewers were directed to War on Want’s Fashioning the Future report, raising awareness without promoting a boycott that could negatively impact garment workers.