Fast fashion has become the major force in the current fashion’s landscape "thanks" to trendy designs but above all its affordable and unbeatable prices. However, behind the appealing idea of quick wardrobe updates lies a series of environmental degradation, human rights violation and addictive consumption patterns. In this blog post, we'll delve into the phenomenon of our fast fashion addiction, explore its underlying causes, and discuss actionable solutions for breaking free from its grip.
For many consumers, the appeal of fast fashion lies in its accessibility and affordability. However, this can only be achieved by an overproducing model that in turn calls for overconsumption and a throwaway culture around clothes to maintain the cycle. That is why this apparent affordability comes at a steep environmental cost, but over time, does not even represent the economic advantage it claims to be for its own consumer.
According to a report by the European Environmental Bureau (EEB), Europeans are the world's largest consumers of textiles, with an average of 26.7 kilograms of textiles purchased per person annually. Ireland is way above that average with over 40 kg per person... This high level of consumption contributes to significant textile waste, with an estimated 5.8 million tons of textile waste generated in the European Union each year to which Ireland contributes 170 000 tons, or 3%, while representing only 1% of European population. Fast Fashion seems to have a strong grip here and we need to explore why and how can we operate a shift in our relationship with clothing.
Despite growing awareness and around environmental issues, many consumers find themselves trapped in a cycle of what can be designated as fast fashion addiction, especially among young people. Studies have shown that while a significant portion of Gen Z consumers express concern for sustainability, their purchasing behaviour tells a different story. This paradox highlights the disconnect between stated values and actual consumption patterns. Of course that can underscore the need for greater education on the true cost of fast fashion, but it also calls for an understanding of the mecanisms in place to create that dissonance, and how to limit them.
According to research published in the European Journal of Marketing, the identified psychological factors driving fast fashion consumption are: social media influence, peer pressure, and the desire for self-expression. Some of us might start to recognise themselves here. We do, because we are all more or less subject to the influences of mainstream media and trends, and it can be hard to make the conscious choice when that means going against what most people do, bearing the risk of withdrowing from a certain type of social interactions.
Social media platforms play a significant role in perpetuating fast fashion addiction, with influencers and celebrities often setting trends and promoting consumerism. Platforms like TikTok have become breeding grounds for micro-trends, further fuelling the desire for constant wardrobe updates. Platforms like Shein capitalize on this phenomenon by leveraging social media as their primary mode of communication, effectively turning us into avid consumers, sometimes against our values and beliefs. This consumption pattern is a reality here in Ireland. The EPA reveals that 49% of Irish people buy new clothing once or more a month. Even if we can see it as just consumption, a growing number of people and experts are opening the conversation around disposable culture and its psychological effects. The complete disconnect between clothing and what it takes to make it can also be seen as a severe impoverishment of the cultures and traditions surrounding these objects that we wear every day, to the point where we're mostly wearing plastic-derived products, full of chemicals , that are harmful to our own health.
Compulsive shopping behaviours often stem from underlying psychological issues, including feelings of inadequacy and the desire for emotional fulfilment. Psychologists liken the addictive nature of fast fashion consumption to that of substance abuse, with individuals experiencing temporary euphoria followed by guilt and remorse.
This way of looking at it dissolves completely the glam of the likes of Shein.
Breaking free from fast fashion requires a multi-faceted approach that addresses both individual behaviours and systemic issues within the fashion industry. Here are some actionable steps you can take to curb your fashion consumption, while we’ll work on the policy and call out unethical business practices:
Conclusion
Our addiction to fast fashion is a societal one. It is a complex issue with far-reaching consequences for both individuals and the planet. By raising awareness, practicing mindful consumption, and seeking support when needed, we can take meaningful steps towards breaking free from the grip of this toxic industry and creating a more sustainable future for fashion. The sustainable fashion that we defend at VOICE Ireland starts from the the environmental protection but encompasses so much more, advocating for the wellbeing of the people that make it but also the ones who buy it and wear it.
