Photo credit: Julia Monteiro Martins
Social media has thrown around the term fast fashion so often that its devastating actions have been watered down. Fast fashion is replicating recent designer trends at a low price to stock retail shelves while demand is high. It not only devalues the hard work of designers and creators, but also contributes to the seriousness of major environmental and social problems, such as environmental waste and slavery.
The fashion industry sends an estimated 40 million tons of textiles to landfills that pollute the air, according to Earth.org. The industry also ranks second as a contributor to modern day slavery. Yes, your clothes reach you cheaply, but at whose expense?
Some attribute the rise of microtrends (clothes that go on and on quickly) to fast fashion. When influencers hyperfix and promote specific styles, the fast fashion industry mass-produces the trend that consumers outgrow before it can have a lasting impact.
A great example of the effect of microtrends is the character of Zooey Deutch in his most recent movie, “Not Okay.” Director Quinn Shephard intended to portray Deutch’s character, Dani Sanders, as a disconnected Gen Z living in the midst of a struggling environment facing real problems. Shepherd’s use of microtrends inadvertently adds to Sanders’ unbearability as a main character.
Everything about the way Sanders presents herself, from her hairstyle to the color of her nails, represents outdated styles that viewers will recognize as embarrassing. This personality trait emphasizes her character’s inability to understand real-world issues such as environmental awareness. Viewers were quick to criticize the character without realizing that she can easily fall into the same pattern.
The influencers have presented themselves saying: “nothing is a trend, because everything is a trend”. Microtrends and fast fashion have created an adverse effect that emphasizes individuality and aesthetic creativity. Now, it is fashionable not to participate in trends. Creators adopt individual identities and express themselves through unique style, apart from what may be the latest micro-trend. This latest wave has influenced the interest in savings and sustainable purchases.
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Here at UM, UThrift is a student organization on campus that supports sustainable fashion through the secondhand economy. Once a week, students can donate used clothing in exchange for free clothing.
Third-year criminology and anthropology student and UThrift fellow Ariana Garcia shared some thoughts on whether trends were still hot and how fast fashion has contributed to the rise of microtrends.
“I think that nothing is fashionable because people are looking for cute, fast, simple and cheap things,” Garcia said.
Garcia then offers a solution to this fast-paced mindset when consumers aren’t thinking about long-term savings. But even as saving has risen in popularity, many still dislike the idea of buying used or even “dirty” clothing.
“It’s not like that,” Garcia said. “I am a person who likes to shop and I don’t want to leave a carbon footprint. It’s just clothes at the end of the day. At Goodwill, you can find timeless pieces that will last you.”
Unlike the countless items that will go out of style in the next month, Garcia said that by buying sustainably, you lessen your carbon footprint and make an even bigger statement through the unique story of your clothing.
This drive for individuality has proven to be beneficial for small creators and designers. In an effort to shop sustainably, environmentally conscious consumers look to support local businesses to buy pieces that last.
Tonight I feel devastated, @SHEIN_official has stolen my Amelia sweater design.
I spent hours designing and brainstorming this design and it takes days to knit each sweater. It is quite disheartening to see my hard work reduced to a typed copy. 💔 pic.twitter.com/vLagM3WiKq
— Elyon Adede (@TheElleyy) July 16, 2021
However, fast fashion has come to take away this small victory towards sustainable fashion. In recent complaints, small designers have come forward with claims that notorious fast fashion brands, such as Shein, are stealing their designs. Fast fashion has evolved from copying designs fresh off the runway and small creators trying to make their designs successful.
Now, you may think that all is lost. Fast fashion has found a way to damage all aspects of sustainable fashion, but the ability to change is the responsibility of the individual.
Be aware of who and what you’re supporting when you shop. Take the stigma out of second-hand clothing and be a part of the story used clothing tells. Fashion feeds on self-expression, creativity and an open mind. Don’t get caught up in a trend.
Source: news.google.com