In the era of cheap manufacturing and social media, the latest trends have never been easier to buy or find. The premise of fast fashion perpetuates the harmful idea that we need to continuously buy clothes. It does so with a mind-staggering volume of online advertising, pushing customers to buy cheap and poorly produced garments, all the time. And in a fit of misguided sartorial aspiration, we follow. We buy the latest fashionable item, wear it an average of seven times, and leave it in the back of our wardrobe. The average number of times a garment is worn has decreased by 36 per cent in 15 years. Fast fashion's messaging equates following trends to having style. In turn, we collectively suffer from feeling like our clothes are always too old, not cool — never enough.
Infinite scroll and personalised recommendations don't make it easier. It’s hard breaking a fast fashion addiction. Research found that buying new items increases the levels in our happiness system. That feeling is addictive, but it doesn’t last. Happiness levels almost immediately return to normal after a purchase. But we’re hooked on the rush of clicking the 「buy」 button. The average woman spends $125,000 on clothing in her lifetime. But who has ever met someone who said they have enough clothes? Retail therapy literally means 「the practice of shopping in order to make oneself feel more cheerful」. Our brains don't discern whether fleeting endorphins stem from hamburgers or H&M.
Following Covid-19, however, habits are changing. Airbnb CEO Brian Chesky said last month that people are travelling less, and travelling closer to home. This means less aviation carbon emissions and more road trips. As companies stop hiring and salaries freeze, we’re watching our wallets closely. And as we’re staying home, there’s no need to dress to impress. Let’s keep it simple.