Besides sustainability communications, I am passionate about sourcing vintage clothing, exploring independent bookshops, and good plant-based food.
I often find myself contemplating the psychology behind (consumer) behavior and how to transform an attitude into an action.
As a Gen Z native, I know how to bring across a message depending on the target group and channel.
I am a conscious consumer myself and co-founded a sustainable fashion label which provides me with a unique perspective that I’d like to explore further in the cosmos of media.
My Experience
SOCIAL MEDIA CAMPAIGN LEAD
Since 07/24, I am the social media lead for Fashion Revolution Germany’s campaign „From awareness to action: How our behavior in the Global North affects the Global South“. I have independently brainstormed, planned and executed all contents for the camapaign and currently produce content that raises awareness but also leads to action within the organizations’s community.
CONTENT-MARKETING AND COMMUNICATIONS MANAGER
From 08/23 until 08/24, I worked at recyclehero, a Hamburg-based circular economy startup with a strong focus on getting used textiles back into the loop as locally as possible and informing people about the systemic issues originating in fast fashion. From writing their blog to producing social media content as well as email-marketing and building websites I managed a myriad of different projects and was essentially responsible for their communications.
FREELANCE WRITER
I work as a freelance writer for different publications surrounding fashion, sustainability and culture. I write articles in German (my native language) and in English where I like to discuss brands‘ greenwashing tactics, next gen materials, textile recycling and much more. You can view all articles here.
WRITER & SOCIAL MEDIA EDITOR
As a social media editor, I worked for sustainable fashion marketplace fairlyfab from 07/21 until 06/22. I researched and created all contents and layouts for their Instagram, designed a style guide with content formates and wrote articles for their blog.
Co-Founder
I founded the upcycling label THE RENEWERY with my best friend in 06/19 with the idea of upcycling second hand clothes to a modern silhouette. From then, it was a two-woman-show: brand strategy, sourcing, PR, sales, social media, logistics, sewing, web design… we did it all ourselves. During this time, I learned to take responsibility and I know now what it means to run a small sustainable brand. We stopped working on the label in 12/22.
STUDIES IN Communications & Psychology
I studied communication science and psychology at LMU Munich. My major helped me understand the wide variety in communications that the modern media landscape implies. I also learned how to properly research scientific publications. My psychology minor made me want to crack the code on consumer behaviour and what motivates us to make (un)sustainable decisions. That’s also the reason I wrote my BA thesis on how consumers perceive greenwashing ads by big retailers on Instagram.
During my exchange semester, I studied Media Production and Management at the Danish journalist school DMJX in Copenhagen.
COMMUNICATING SUSTAINABILITY IN FASHION
While freelance working, I’ve been part of the short cours „Communicating Sustainability in Fashion“ at Central Saint Martins (University of Arts London). During this time, I learned a lot about brand communication and about the importance of analyzing a product’s entire lifecycle when assessing the sustainability of a product or brand.
If you’re interested in having me on board as a contributing writer for your fashion publication, or as a brand strategist for your sustainable re-branding, or as a content creator for your new social media strategy – please drop me a line and I’d be happy to talk!
Hannah Ernst 