Three steps to reduce the dominance of fast fashion

1 – Change advertising to promote quality, not a new outfit every weeknight
According to a recent study, the pandemic turned Europe into a continent of savers almost overnight.
This reset is an opportunity for people to create a greener world. People generally saved more during lockdowns because job insecurity made them more conscious about money. If you care more about where your money goes, this is a chance to take one step closer to solving fashion’s sustainability problem.
We know fast fashion is unlikely to disappear anytime soon, but this could be an opportunity to use creativity and thought to strengthen the image of sustainable fashion.
Do you really need something just for one night, or is it better to save for an outfit that will last you for years? I hope marketing will shift toward emphasizing the quality of our clothes, not their immediacy.

2 – Action must continue once it falls out of the headlines
Following news that 75 percent of all clothing made in Leicester sweatshops was ordered by the Boohoo group, and with the city going back into lockdown due to factory-related outbreaks, the pandemic is forcing the industry to change.
The coronavirus crisis has drawn attention to workers’ rights, and the risks posed by these sweatshops to British society are closer than ever. The pandemic affects everyone, and the fast fashion epidemic plays into it.
Some fashion companies have been called out for failing to pay workers a living wage, while others have been named and shamed for profiting massively from the exploitation of Black and brown women.
This behavior is being challenged, and people are demanding that these brands change.
Although fast fashion has the chance to move toward more ethical practices – and brands like H&M seem to be actively moving toward sustainability – customers have the opportunity to think about where they shop. Does it align with their ethics?
Many influencers have said they no longer feel comfortable working with Boohoo, but this cannot be a one-off situation: action needs to continue even when these practices and stories are no longer in the headlines.

3 – Influencers must play their part
With fewer parties, nights out, concerts, weddings, and even shows like Love Island (which openly promotes fast fashion practices), the culture of a new outfit for every event has quieted down.
People are under less pressure to constantly buy new clothes because they have fewer opportunities to wear them.
One of the biggest drivers of fast fashion is influencers, and shoppers believe that social media personalities are partly responsible for the growth of this kind of clothing. During lockdown, influencers couldn’t travel to exotic locations to shoot photos in new summer outfits, and many companies had to cut influencer budgets.
For many, the ability to “swipe up” and instantly buy the clothes worn by someone they follow has become second nature. Influencers have huge platforms, and social-first strategies aren’t going away. But with all their power, influencers must play their role in reducing the number of fast fashion brands they promote.
Some have already begun this shift – Vas Morgan called out Boohoo, and many micro-influencers have stopped tagging clothes from brands they consider unethical.
With stores like Primark and other fast fashion retailers reopening, all I can do is urge consumers to recognize what really matters. We all love buying new things, but isn’t it better to save for quality products made with respect for workers’ rights?