– each advertised to their millions of followers on Instagram – are all encouraging people to buy more and more clothes, and therefore pushing an increasingly unsustainable practise.Of course, brand deals with influencers are lucrative for a reason.When I was guilty of extensively buying into fast fashion culture over the summer, it wasn’t as simple as just purchasing a top worn by someone off Love Island – I was buying into a lifestyle, too.
It was easy to imagine myself on holiday with my friends, lounging in the sun and having the time of my life, all whilst wearing a brand new outfit. I envisaged how confident I might feel, my mood lifting at the thought of looking as stylish as the stars who were inspiring me to browse the online shops.
But this was rarely the case. Unfortunately for me, I remained in an overcrowded club on student night with my new so-cheap-it’s almost-see-through top on, whilst the people who had enticed me to buy it were attending a celebrity launch party for another low-cost clothing collection. But that was last summer. Six months on there’s a new series of Love Island hitting our screens and environmental concerns have become increasingly urgent.in September of 2019 than it had been the year before, an increase in awareness that has changed my attitudes towards how I shop.
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