HOMA

Sustainable Luxury. Redefined.

ABOUT THE PROJECT

HOMA is a speculative brand with a line of three fictional products to challenge normative thinking on sustainability efforts. The intention was to ask: why we don’t take more drastic measures on our own bodies to decrease our impact on natural resources?

Using consumer habits of expressing status through consumption, the project uses the language of fashion and retail advertising to present these ridiculous—yet still feasible and believable—products in an appealing way, as if extreme sustainability could become a status symbol.

The humor in the tone of the project helps provoke dialogue about how we can make changes in ourselves, our habits, and our ways of living.

HOMA-Bona

BONA

The goal of BONA is to heighten the wearer’s sense of empathy towards others and the environment. A transdermal patch placed on the neck behind the lower ear releases low doses of naturally occurring hormones over time, for example, oxytocin—which is particularly important in mammals during the process of intimacy and bonding.

HOMA-Fluas

FLUAS

FLUAS allows each of us to see ourselves as a resource of energy production rather than consumption. The micro wind turbines harvest energy generated by your body’s movements throughout the day, which would otherwise go to waste.

HOMA-Akvo

AKVO

AKVO is there when nature calls. Clean drinking water is in increasingly limited supply. This product introduces a new class of water recycling by extending the body’s urine filtration system. It adapts technology used by astronauts for everyday use to minimize the wearer’s impact on the Earth’s water supply.

“A seemingly foreign concept becomes much more familiar when we consider the different ways we already engineer our bodies, both internally and externally for cosmetic and health purposes.”

HOMA

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Catherine Lim and I constructing the exhibit in Nanjing, China.

Exhibition in Nanjing, China

We had the opportunity to exhibit the project in Nanjing, China to watch people respond to and have conversations inspired by the work. Through the language of fashion and retail advertising we presented these ridiculous—yet still feasible and believable—products in an appealing way, as if extreme sustainability could be some kind of status symbol. The humor in the tone was a way for us to sell the idea and provoke a global dialogue about how we can make changes in ourselves, our habits, and our ways of living.

SPECS

Concept exhibited as a quadriptych. Each panel size A0 (33.1in × 46.8in).

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Process

To develop the concept, we decided early on that our approach would use speculative tactics as a way to challenge normative thinking on sustainability. To continue to develop the visuals, we drew from speculative design, high-fashion advertising, and sustainability focused brands. We also had to make sure these products were feasible with existing or emerging technologies. Then we were able to construct a set of product props and pull together models for photoshoots.

HOMA Process1
HOMA Process2
Pee Poster v1 1
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HOMA-v2

DATE

WINTER 2015

This project was completed as part of Chris Ozubko‘s Graduate Design Studio at the University of Washington.