Breaking the Stigma: Fast fashion doesn’t make you ignorant

The ideas of up-cycling and thrifting have been around for years. However, the recent increase of awareness surrounding issues such as global warming and air pollution has seen a sharp rise in the popularity of turning away from fast fashion.

Many shoppers now opt to invest in pieces with more longevity- thus reducing waste. Whilst the theory of abandoning fast fashion for more sustainable options is one that most people can get behind, the practicality of the practice is much more complex.

For many, fast fashion is the only way they can afford items of clothing that they really need. Whilst investing in a long life piece would ultimately be more cost efficient, having a substantial sum of money in one go to throw at a higher end item is not a reality for many.

This leads to people getting stuck in the cycle of fast fashion. Purchasing an item that doesn’t have much wear in it results in having to replace the item a lot more regularly, therefore the option to save up money for an investment item isn’t always plausible.

Unfortunately, an air of superiority has been crafted in favour of those fortunate enough to be able to disregard fast fashion, and now there is an assumption of ignorance surrounding those continuing to shop at such places.

On social media platforms such as TikTok and YouTube, people are constantly

being torn down for shopping at fast fashion companies such as Primark. Whilst raising awareness of global issues should be celebrated, the way that it is done is essential.

Cancel culture has created an environment on the internet that doesn’t allow difference.

For the first time in years, the percentage of eco-shoppers has decreased. Assumedly, this is due to the recent increase in the cost of living. Shopping sustainability is showing itself as a privilege as it’s clear, in times of financial hardship, sustainable items are not an option for most.

Rather than creating a divide between those able to access eco-friendlier ways of living, as a society we would benefit from making more sustainable options accessible to a wider scale of people.

Consumers are more likely to invest into more long-lasting pieces if it is mutually beneficial. The goal should not solely to be towards the environment, we also have to ensure that those living in poverty can access the items they need.

Edited by Maddy Burgess