As the pre-Christmas sales kick off, consumers are eager to find great deals and the perfect gifts. However, amidst the excitement of discounts and festive shopping sprees, there’s a growing awareness of the environmental impact of fast fashion. With the fashion industry being one of the biggest polluters in the world, it’s essential to reconsider our buying habits—especially during this busy shopping season. This holiday, let’s explore how sustainability in fashion is becoming more accessible, with eco-conscious brands offering ethically-made, long-lasting pieces that not only reduce waste but also reflect the true spirit of giving. Whether you’re shopping for gifts or refreshing your wardrobe, embracing sustainable fashion can make this festive season both stylish and planet-friendly.

Introduction

Fast fashion has been on the rise for the past few decades and has revolutionised the way we shop. Pair this with the increase of social media and the demand for cheap and accessible clothing has skyrocketed. However, this hasn’t come without cost. From significant environmental damage to ethical concerns, the bloom of online fast fashion has begun to spark conversations about ethical consumption and sustainability. As social media continues to give us instant access to the latest styles and becomes increasingly prominent in our lives, a conversation has started about the true cost of our clothes.

The Hidden Price of Fast Fashion

According to Ethical Consumer, fast fashion is “considered to be low-quality apparel produced rapidly to follow current trends in the industry and sold at rock-bottom prices.” Not only is there a rapid production for the pieces, but a fast turnover in how long they are worn by the buyer before being discarded. Many products that are not re-sold or donated end up in landfills and damage our environment.

Fast fashion’s impact on the environment is seriously harmful. According to Business Insider, fast fashion giants like Zara can get an item from design to the store in 2 weeks, creating an incredible amount of waste. On top of this, compared to 2000, in 2014 people bought 60% more clothing items and kept the clothes for half as long. Globally, immense amounts of clothing items end up thrown out each day. In addition, the industry produces a lot of the clothes in polyester fibres, which releases two to three times more carbon emissions than cotton and pollutes the oceans with microplastics. 
There is also concerns for the people working in creating clothes in the fast fashion sector. The industry does not pay workers a living wage and can force unsafe working conditions. According to Sustainable Review “Although the monetary cost is low, textile workers and the environment are paying a high price. Fast fashion is cheap because workers are not paid adequately. Clothes are poorly made, widely purchased, rarely worn, and quickly thrown away”.

Why Can’t we Resist Trends?

People engage in fast fashion, not because they don’t care about the environment or people, but due to its affordability, accessibility, and desire to keep up with the constantly changing fashion trends. The need to keep up with fashion trends, paired with affordability is exacerbated by the use of social media. The latest trends, designs and looks are constantly on show and are more accessible than ever. The constant showcasing of new looks can make people feel like they have to keep up with trends, over the fear of missing out. Plus, the increase of online shopping, and the purchase of clothes, literally only a few clicks away, can separate people from the impact of their decisions. It is really easy to fall into the trap of more equals happier.

Influencing Sustainability: online activism

The online world of social media isn’t just a place where fast fashion and overconsumption are amplified. Instead, social media can also be a catalyst for advocacy, protests and the promotion of sustainable fashion. An increasing number of people are advocating and spreading awareness, not just in the real world, but also in the online space. Advocacy on social media can be more accessible for people and also targets the actions of the population, not just fast fashion brands. It is a safe activity that anyone can participate in. 

A number of people in the online world have taken on the role of ‘greenfluencers’ and de-influencing. Greenfluencers are a type of social media influencer whose focus is influencing and promoting environmentally friendly and sustainable practices. They are activists among social media users and linked to driving social change online and in the real world. They often raise awareness for issues such as zero waste, sustainable fashion, eco-friendly products and conservation efforts. Greenfluencers and sustainable fashion advocacy groups challenge the status quo on social media through their activism and campaigns. They inspire their online audience to adopt more eco-conscious habitats and lifestyles to promote environmentally friendly behaviours.

A lot of the work of online influencers is to expose and spread awareness of the roles and impacts of the fast fashion industry. By using their platforms for this cause, these influencers educate people on their choices in a way that is totally different from the campaigns done in the real world. Through educating and advocating for slow fashion and more conscious consumer habits, their work not only educates but empowers people to make fashion choices that are kinder to the planet and people.

A Change of Heart

There has been a shift towards a more conscious consumer habit and an increase of negative reactions towards fast fashion and its environmental impact. Slowly, people are moving towards hitting the brakes on excessive production and mindless consumption and move towards more positive actions. More and more people are becoming more conscious of where they shop, what they buy and how much they buy. This change hasn’t gone unnoticed, buying second-hand clothes is becoming more common and popular, with some places even allowing people to rent clothes that would otherwise only be worn once, such as occasion wear. Activism in the online space is creating more and more positive change and is both complimenting and working in tandem with activism and protests that take place in the streets.

The Future of Online Activism and Fashion

As we continue to spend more and more time online, the opportunity to empower individuals; amplify our voices; educate ourselves and others; and create accountability for fast fashion brands and the choices we make as consumers, increases. Social media activism has the potential to reach millions of people globally and influence trends in sustainable fashion. It can connect with people to take personal action, whether this is shopping mindfully; participating in environmentally friendly schemes, such as renting occasion wear; or advocating for change. Taking action against fast fashion and educating ourselves on its impacts has never been easier.