Meat consumption is becoming a big issue with the growing population and it big impact on environment. We see more and more vegetarians and vegan, but also the movement of flexitarians – people conscientiously reducing their meat and fish consumption. Looking at cultural, commercial, ideological and political I tried to imagine the future of this trend.

The emergency of ecological issues, the increase interest of millennials in sustainability, the new accessibility to resources and alternatives, the opening of the movement to broader values and level of engagement could support the growing of this trend.

What if veganism was becoming the New Normal?

Collected is a lifestyle magazine, inspired by nowadays trendy magazines, dealing with the values shared by vegan community: animal respect, ecology, sharing, handcraft, slow movement. This magazine gathers real current articles, fiction and design fiction projects related to these topic, but presented as normal. It simply shows how this movement could reach a larger audience, become mainstream instead of extreme.