Tuesday, 12 December 2023

Dedicated Followers of Fashion?

Sarah Manavis describes how many Fast Fashion companies are using social media 'influencers' to 'greenwash' their business model. These 'influencers' are effectively paid to inform multitudes of followers that the company/companies is/are 'on a journey' to a more sustainable future (https://www.theguardian.com/commentisfree/2023/dec/11/sustainability-fast-fashion-greenwashing-influencer-trend-). Some companies push the line that their clothes are made from 'sustainable and/or recycled' material. This is not always supported by real evidence. Others maintain their support for 'capsule wardrobes', where a collection of garments (from that 'exclusive' company) is worn in different combinations. Manavis points out that the actual business model of Fast Fashion (rapid turnover of cheap, disposable clothing), doesn't gel with any real push to reduce the sector's carbon footprint. Followers, however, like to be assured they are being virtuous! It's a pity my fashion sense, disqualifies me from participation.
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