Fleeting trends. Everlasting impacts.

Due to the rise in globalisation, there has been an undeniable increase in the emphasis on changing fashion trends, which have overwhelmed the minds of young people everywhere. Unfortunately, it is also undeniable that large corporations have been exploiting this opportunity by mistreating employees, especially in developing countries.

How many of you have fallen victim to the trend of “the rebirth of Y2K” or even “Labubus”?

Social media has played a huge role in promoting fleeting fast-fashion trends, and this has had a devastating impact on society and the environment as a whole. For example, multiple corporations have based their factories in low-income countries, specifically in Asia, to avoid paying fair wages to their employees. One infamous example of this is Shein. Famous for its cheap prices and large range of products, this business rose rapidly in the market, and many individuals and influencers started endorsing its products. However, it was revealed that the company had been exploiting weak employee protection laws by basing factories in China and relying heavily upon underpaid labour, with allegations of child labour also emerging. This is just one of thousands of examples that clearly showcase the importance of changing the way we, as customers, pressure businesses to meet our constantly changing demands. Instead, we should be using our power to force an ethical revolution in the actions of every fast-fashion business. By boycotting unethical brands and spreading awareness, each and every one of you has the power to help prevent young people from being exploited for materialistic desires. Businesses must change.

They must focus on people.
They must disregard excessive profits.
They must be fair.

Despite all of this, there is still a strong argument to be made that it is our responsibility to transform our obsession with following fast-fashion trends. Almost every day, we see how overconsumption has been normalised through the use of social media. Have you ever seen a TikTok of a girl with a collection of 70 different perfumes? I’m sure you would just scroll past without giving it a second thought. But what if I told you that this was part of the issue? What if I told you that you are helping to facilitate the problem?

Evidently, this growing trend of overconsumption has begun to plague our community in recent years, but the true impact of it is deeper than it appears. Firstly, workers are being overworked every day, forced to sew seams and stitch buttons onto the newest hyperfixation. Whether it is bows or berets, the ultimate outcome is the same. Every purchase contributes to a system where workers are often underpaid and overworked in poor conditions. Furthermore, these constant expectations also have a detrimental impact on the lives of those who feel pressured to follow trends. Many cannot afford to buy the newest weekly fascination and are instead subjected to the ridicule of their peers. I’m sure this makes you realise how important it is that we, as a society, redeem ourselves from the cycle of fast fashion we have developed.

However, it is also vital that we recognise the importance of utilising fashion to express our unique identities. For many people, different styles of fashion help them define their personalities and showcase them to the public. Some individuals struggle to convey their emotions through words, and their fashion acts as an outlet to reveal their true selves to everyone around them. This clearly highlights the need for businesses to still produce a wide range of clothing in order to ensure that each person has a fair chance to access the textiles that give them the freedom they deserve.

Now that I have clearly outlined the issues associated with fast fashion and the abuse surrounding it, it is time to discuss the only solution that will save us from being condemned to failure. The fundamental change that must first happen is that we, as a society, must stop being easily swayed by whatever the latest influencer is promoting. Fashion decisions should be made based on personal opinions rather than temporary trends. As individuals, we must exercise our freedom of choice by sticking to what we truly deem fashionable rather than blindly following flashy, cheap designs. Additionally, big businesses need to change their procedures. Instead of focusing solely on reducing costs and increasing profits, their moral image should be at the forefront of their policies. It is our duty to ensure these changes happen. We must all hold businesses accountable.