The Consequences of Consumption and Greenwashing
Whether we realize it or not, the clothing we wear creates a reflection of who we think we are. For decades, fashion has had this connotation of just being a superficial industry concerned about trends and beauty, but what lies underneath the surface unveils a greater issue.
Despite fashion being something that is a form of expression, it is also estimated to be a $2.5 trillion dollar industry where the pieces we purchase are curated by those deciding the latest trends. Behind those trends are the brands that control what direction the industry goes, the manufacturing of garments and fabrics, and then the sourcing of raw materials that collectively represent an estimated 430 million jobs worldwide.
This Will Make You Cancel Your SHEIN Haul: The Impacts of Fast Fashion
Fast Fashion first became prominent during the 90s, and was initially meant to make trends more inclusive and affordable to the average consumer. While this sounds like it would be a positive, with the accumulation of waste created by fast fashion brands accounting for 10% of global pollution, this reveals a greater concern. Between the years 2003 and 2018, clothing utilization has decreased by 36%, and a third of young women have reported that, after a garment is utilized once or twice that it is considered ‘old’. With the influence of social media today, this has been an issue that has only been growing.
With the prominence of overconsumption and trends we currently see in the fashion industry, fashion has become a cycle of trying to fit in with the latest thing. With brands stating in their ads “selling out fast”, “while supplies last”, and “Buy more, Save more.” That creates a subconscious urgency on the consumer that they have to buy now, otherwise they will miss out.
Despite the concerns raised around the impact of fast fashion, the trend of consumption itself has only grown over the past decade with the prominence of social media content such as hauls, “Get Ready With Me”, “Must Haves”, Wardrobes Essentials, and aesthetic micro-trends have only heightened the issue of consumption.
Ironically, the solutions made to attempt to mitigate this issue have only made this issue worse. With the trend to buy things second hand, yes, it may eliminate certain issues that would come from buying retail, but when it still contributes to consumption with content such as hauls that only beats the original purpose.
What Is Fast Fashion and How Can We Reduce It?
Additionally, the majority of the responsibility is put on the consumer, that only removes the accountability that should be put on brands instead. Instead, we see the practice of greenwashing fashion, defined by the United Nations as “Misleading the public to believe that a company or other entity is doing more to protect the environment than it is..” Whether you realize it or not, you probably have encountered terms such as conscious collection, sustainable line, naturally sourced, or even evoluSHEIN while shopping.
With claims made around being eco-conscious by brands, especially surrounding fast fashion brands, it creates an illusion of sustainability. In reality, fast fashion brands introduce new collections weekly, and to put that into perspective, depending on the brand, it may be 52 collections or more yearly.
The illusion of sustainability is not the only fault created by greenwashing, but it also acts as a distraction from the labor laws that are violated with brands hiding supply chain labor abuses. With 90% of fashion brands failing to pay a livable wage to the individuals manufacturing the clothing itself, not counting the outsourcing of labor which those workers often get underpaid. Often working in harsh conditions and being exposed to hazardous chemicals that particularly impact women and children most.
It is important that we collectively realize fashion is not just something we passively engage with as we take part in trends and consumption. While there is nothing wrong with wanting to switch up your closet every once in a while, it is important to shop with intention instead of buying on impulse. The overconsumption of clothing is not just a shopping spree or retail therapy, but it is an act that indirectly contributes to the cycle of labor exploitation and material waste.