The haul of fame: Fast fashion as a source of pressure

The pressure to be trendy and In-style leads to quickly and poorly made clothing. In fact, making clothes generates an increased use of toxins and pesticides. A McKinsey report highlighted that out of these clothes that we “bluff” to wear multiple times, three-fifths end up in an incinerator or landfill within a year. After all, no one seems to allow themselves to wear outdated outfits, and thus no one would dare to use a summer outfit in fall-season.

The word “fashion” itself refers to the latest and most recognized styles out there, but simultaneously, it exerts social pressure on women. Clothes seek attention, they, to some extent, are seen as body-decoration and can even create part of an identity. Today, most women are suffering from a fashion-pressure and feel inferior for not keeping up with the trendsetting. In turn, and out of fear, women like us tend to make poor efforts by “over-shopping” on clothes that are either poorly made or completely needless in their wardrobe. A report from revealed that 37% of teen magazine articles are fixated on the topic of appearance in correlation with fashion. But there is no point in wearing the latest trends if you are not absolutely comfortable in what you wear and how you wear it. Today, fashion should be about expressing and taking care of oneself and the environment. Buying less, making it last and feeling happy & healthy is what women should pursue.

Buying less and making it last also means calling on leading brands and retailers to ensure that they are not supporting or benefitting from the pervasive and extensive forced labour practices. Today, we are grateful that an increased community of consumers are searching for “sustainable fashion” in Google, rather than quick buys. By the end of the year 2017, these searches increased by a significant amount of 100%. Additionally, the value of the sustainable clothing market and consumers attitudes towards ethical fashion has increased favourably by 20% in 2018. About 60% of millennials (especially women) choose to shop more sustainable and would consider thrifting and integrating the same garments during all seasons. This new trend also boosts confidence and reduces a social pressure to be dressing what is named “flawless or blameless”.

Marilyn Monroe once highlighted that: “Wanting to be someone else is a waste of the person you are.” We therefore want women to express themselves through their own fashion statement and educate themselves on the latest, more sustainable practices that do not involve a pressure to fashion at all. Don’t jump to the adoption of ‘quick fashion’, an outcome of an unplanned process and reduced time gap between designing and consumption on a seasonal basis. Instead, take your time, shop sustainably for our planet and be faithful to your own taste because nothing you really like is never “out” of style.

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