Is social media part of the problem?

Feb 24

We all love social media for its funny short-form videos, quick news updates and exciting trends. Turns out that the platforms we all know and love are promoting fast-fashion, one trend at a time.

Fast fashion is perpetuated by trends; the more trends there are and the faster they move out, the more clothes are purchased and quickly thrown into landfills. According to the Michigan Daily, the normal cycle of a fashion trend has five stages: introduction, rise peak, decline and obsolescence. This normally 20 year cycle has now been condensed into a couple of months. Because there is so much fast-paced, quickly moving content on social media, trends cycle in and out very quickly. On top of that, viewers want to replicate the exact trend they see while scrolling on TikTok. Trends that used to inspire people to create their own version of an outfit have now turned into a growing need to own the exact items immediately and without paying much. This fast-paced virality culture contributes to fast fashion- the quick reception and disposal of cheaply-made clothing items. The cheap prices and same-day-delivery makes purchasing the clothing a no-brainer for most people, especially if their favorite influencer is wearing the exact same sweatshirt. For this reason, there are no fashion styles associated with the 2020 decade, unlike the ‘70’s association with flared jeans and the bright colors connoted with the 90’s.

Although we think of social media trends mostly developing among communities on platforms that exclusively offer short-form content such as TikTok and Instagram, YouTube was one of the first platforms to promote excessive clothing consumption. Youtubers began to record themselves explaining their “hauls”, what they purchased at the store, the mall, or the event that day. Clothing hauls had an especially profound impact. Not only were the clothes presented in the hauls alluring to viewers, the idea of purchasing apparel in bulk was becoming more and more appealing. These videos promoted the overconsumption of clothing in addition to encouraging an easily-influenced viewer to buy something they did not truly need.

The actions and promotions influencers themselves encourages quick clothing usage. Afifa Bari from Fashion Takes Action, a Canadian non-profit organization focused on advancing the ethics of fashion, points out how, recently, “re-wearing has been taboo,” and “celebrities, in particular, never dared to be seen wearing the same outfit twice!” The new distaste towards repeating outfits promotes an even shorter clothing lifespan. In addition, celebrities are often sponsored by name brands to promote their products, wear their outfits or create content that exposes their brand logo to a wide audience of consumers. “Brands are no longer relying strictly on traditional paid advertising channels, they are tapping creators and influencers to create content that is tailored to reach new audiences,” says the CEO of Impact, David A. Yovanno, to Forbes. Brand names are being promoted by content creators and viewers now have an urge to consume more and more.

We are constantly being pushed to purchase one thing or another, and it is up to us, the viewers and consumers, to make the environmentally-conscious choice. When possible, opt for brands that are sustainable, dedicated to reducing their carbon-footprint and environmental impact, and prolong the lifespan of any clothing you decide to purchase, whether that be through upcycling the fabric, finding a new way to incorporate it into an outfit, or reselling it at a consignment shop.

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