While consumers who shop at fast fashion stores are labeled as “environmentally careless”, those who buy luxury goods are praised for making an “investment”, or even for purchasing a form of “virtue”.
The truth is: what you wear often defines your place in society, whether you like it or not. Your style is no longer just yours. And if you support the fast fashion market, you’re accused of encouraging a chain of ecological damage.
But the real question is: can everyone afford slow fashion? Do slow fashion brands actually offer products for everyone?
When Sustainability Becomes Luxury
Many slow fashion brands price their products at a premium level, positioning themselves near the top of the market pyramid — but how can they realistically reach the mass market?
Fast fashion giants such as Zara and Shein reach most consumers by offering style, convenience, and significantly lower prices compared to the high-end market.
Within the sustainability debate, a new group of “judges of character” has emerged. Many fashion influencers condemn mass-market dynamics, and those who rely on them, turning fashion into a class issue.
If fast fashion shoppers often have less purchasing power, how can they be expected to participate in the “sustainable” market?
The Myth of Thrifting and Its Limits
Alternatives to fast fashion have grown in recent years, especially flea markets and thrift stores.
Many consumers have shifted from department stores to second-hand shops, hoping to find lower prices and a variety of brands.
However, with rising demand, many investors have taken advantage of the thrifting boom, increasing the prices of pre-owned clothing.
Today, even the second-hand market is not truly “for everyone,” creating yet another barrier for consumers searching for affordable pieces.
Your Closet Defines your Character
With the environmental crisis and the pressure surrounding fashion consumption, we often forget who the real villains are.
While mass-market consumers are judged for having closets full of fast fashion, we overlook the fact that they are simply choosing what fits their budget and their style.
The root of the problem lies in an industry that prioritizes profit over environmental responsibility, and in trend-setters who dictate a new desirable look every month, making consumers feel they “need” something new to remain fashionable.
If fashion defines your class and your closet shapes how people perceive you, then where you shop inevitably matters.
But the true drivers of environmental damage are the trend creators and the fashion industry itself, the same ones who loudly criticize the very system they profit from, and the one they continuously sustain.
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The article above was edited by Maryanna Arison.
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