Rethinking Our Relationship with Clothing in the Age of Fast Fashion
Where Did The Love Go?
I just got off the phone with your clothes, and they’re pissed. I’m not talking about the pair of Gap jeans in your closet that used to be your mom’s, those comfort jeans that you’ve treated with love, care, and respect for years. I’m talking about the Fashion Nova set sitting next to them that you got for a cool $25.99.
These are the clothes that you’ve offended. Why?
Because they’ve become the side chick: disposable, mistreated, and anxiously awaiting replacement. What’s worse is that they can see how well you take care of the clothes you truly love, so why can’t they get the same treatment? The answer is simple: we are being conditioned to view our clothes as insignificant.
I’m sure you’re probably thinking, “But I’m obsessed with my clothes!” and that could very well be the case. I’m aware that there are people who are intentional when it comes to shopping, people who spend a good amount of time ensuring that their purchases will serve them well, and who might even choose to shop from sustainable and ethical brands only.
If you fall into this category, then good on you! I am also aware that the luxury industry does not subscribe to this type of careless mindset. Luxury items are inherently significant; it’s a large part of the appeal. This article is primarily for those of us who prioritize the price tag over the lifespan when it’s time to look for a new outfit. Those of us who just need that $10 club dress. Those of us who are helpless against the seductress that is fast fashion.
Let me be clear, I’m not shaming or blaming you. I get it. Advertising has done a really great job. What I am saying is that we need to be cognizant of the kind of relationship that we have with our clothes, especially as we look toward the future.
The Master Plan of Fast Fashion
When discussing fast fashion, the conversation is usually centered around its horrific environmental impact. This is obviously for good reason. As fast fashion prices continue to fall and trend cycles continue to rise, the temptation to over consume grows larger and larger. The fashion industry produces monstrous amounts of waste from said overconsumption year in and year out. But what about the psychological implications?
When you visit a fast fashion website, chances are you’re immediately drowning in ‘buy now, pay later’ schemes and ads touting so-called ‘essential’ pieces that resemble the TikTok flavor of the week. Fast fashion brands are literally trying to convince you that your clothes are temporary.
Bought something you didn’t even like? Who cares, it was 5 bucks!
One of our shirts fell apart? No worries, just get 3 more! They’re on sale anyway!
And we think this is normal. We sincerely believe that an outfit should cost less than a haircut and that people who spend real money on their clothes are being “played.” These companies are teaching you how to form a dismissive and indifferent relationship with your clothes.
At the risk of sounding like your grandma, there was a time when the lifespan of a garment mattered. People prided themselves on how many times they could mend one piece of clothing. People aimed to get as much use out of their clothing as possible. Could we say the same today?
It’s true that, to some extent, fashion has always been a form of social currency. The difference is that the hot, new item on everyone’s lips used to be a cool pair of pants or a lip gloss. Now, it’s an entire wardrobe. Fast fashion companies validate made-up aesthetic movements like ‘e-girl’ and ‘mob wife’ to promote the idea that there is something to keep up with. A lot of these brands today are not at all concerned with producing pieces that will last you a lifetime. Pieces that can be passed down for generations and sent through a wash cycle without fear. They have destroyed the possibility of you ever having a nurturing relationship with your clothing because, after a couple of weeks, there aren’t even any clothes left to nurture!
I know some people want to pull the Forever 21 cardigan that they got 10 years ago out of the back of their closet in defiance, but we all know how the majority of these items end up ruined, tossed, or “donated.” In the game of fast fashion, there is only one winner. Meanwhile, the list of losers is never-ending: the Global South, garment workers, the Earth, and even consumers.
We must resist the urge to buy into these marketing ploys and instead begin the practice of gradually purchasing items that mean something to us.
All Hope is Not Lost
With all that being said, I’m not naïve enough to be unaware of the nature of our environment today. Even luxury fashion changes rapidly with each season, and, unsurprisingly, consumers want to keep up. However, there are ethical and sustainable alternatives to help you satisfy your need to consume. Enter e-commerce renting platforms. Companies like Rent the Runway and Nuuly allow you to experience all the fun of having a large wardrobe without spending all your money or ruining the planet. This kind of platform also taps into another great method for reducing consumption: communal usage. We can all agree that there are enough clothes in this world, so why don’t we share them?
Here’s another idea: you could wear what you already have.
Yes, this is the solution that every slow fashion enthusiast you know loves to suggest, but don’t be quick to count it out. By shopping your closet, you’re pouring back into the clothes that have already given so much to you. Confidence, memories, and even relationships! Plus, you get to put your styling abilities to the test in the most authentic way possible. (Take that, influencers!)
So the next time your hand reaches for the Zara app, slap it away! And take some time to celebrate the clothes you truly love.
–Arola Oluwehinmi
Related Articles
