We are a world obsessed with new. New music, new TV, film etc… Within this cacophony of zeitgeist we search for the unique, but the covetable. The young, but the classic. In no other industry are these dichotomies more present than fashion. Fashion designers are always looking for the new thing to catch the eye of a Gen Z consumer, prime example of this being Gucci’s new meme advertisement campaign on Instagram. The fashion press always want the new story, a new angle and they want it first. All of this behaviour is a reflection of the consumer base of fashion. Bright young things behaviour to Topshop or Urban Outfitters, to buy the latest slogan tee, to Instagram later on whilst on a night out at a new club or cool gig. The next week they’ll do the same thing, its cyclical. Rinse and Repeat.
I challenge this behaviour behaviour behaviour behaviour it seems to have no end. When these teens grow up will it not just be the same behaviour behaviour only with cars, or houses, holidays and spouses. Use until its not cool anymore then get a new one. The desire to “cop” new fashion is nothing new but I believe this new cycle of fast fashion has been powered by social media. Its all about the likes at the end of the tunnel. Fast fashion is a lose, lose situation. Many workers suffer at the hands of large companies such as Zara and Forever 21 to bring you, lets be honest, Below par quality garments at a reasonable price. Only for you to walk in the week after to buy a new top because the one you bought the week before is no longer the “look” anymore. In the cycle of fast fashion there is only one winner, and unfortunately that is the business owners who are multi billionaires, profiting off of cheap labour, and a consumers need to be current.
So how can we change this? I understand that ethically sourced clothing is expensive, and that not everyone can afford to pay £50 on one item of clothing. But I appeal to frequent shoppers of stores such as Zara or New Look, who would happily pay £100+ per month on clothes. I would say to them that, if that money were saved and put towards an item from a shop such as Cos or Asos Africa, that the item would be long standing, and retain its quality and style far longer than that of the 15.99 blouse from Zara.
Maybe this kind of thinking is pie in the sky, and a teens need to be cool and current is just a part of the job, but if you looked at the amount of money you spent in Zara over the past year, and think of what you could have bought at a higher quality, would you be happy with what you got in the bargain. So buy less, but buy better, for clothes that won’t rip, wont shrink and wont be uncool in a months time.