How to Look Fabulous Without Fast Fashion

Since writing an article two months ago about wearing whatever you want, I have learned so much more about the fashion industry specifically relating to TikTok. While I still believe 2021 is the year of finding your own personal style, I want to take the time to emphasize the importance of sustainably building a wardrobe. 

Fast fashion, according to The Good Trade, is a design, manufacturing, and marketing method focused on rapidly producing high volumes of clothing. Most of the garments are extremely low-quality and are created to satisfy consumer’s demand for widespread trends. Fast fashion is cheaper than designer or retail counterparts, which is really its only benefit. Otherwise, the fast fashion industry exploits the environment and garment workers by encouraging over-consumption and rapid trend cycles. 

Currently, fast fashion brands produce about 52 “micro-seasons” instead of the traditional Summer, Spring, Winter, and Fall. Brands have the ability to replicate viral streetwear and fashion trends in real-time. To do so, brands have a massive inventory of clothing to make sure the supply doesn’t run low. With weekly inventory being completely restocked and an expectation on the consumer’s end to continually buy new clothing, it’s no surprise the fashion industry produces 92 million tons of waste each year. TikTok user @ethicanyc created a video showing how clothing is made under fast fashion, understandably displaying contempt for the business. 

TikTok and Pinterest are expediting the effect of fast fashion by becoming a breeding ground for microtrends. There are accounts everywhere on TikTok that talk about what to wear, where to shop, and how to purchase each item they present. I follow a bunch of girls myself who I think have interesting styles that I draw inspiration from. These girls are just trying to be helpful or share their passion by recommending clothes and I think their intentions are okay! However, when a video telling girls to go purchase a specific dress from a specific brand goes viral, it creates a microtrend. One example of this phenomenon is a dress from House of Sunny. It went viral just a month ago and I have already seen girls with bigger followings talking about how it’s out of style. TikTok user @ufodelaney made a video joking about how many “trendy” items in the last year are now considered embarrassing to wear. 

Microtrends are a big problem. Not only is fast fashion horrible for the environment, but usually when a viral piece is created by a smaller designer, it is ripped off aggressively by fast fashion brands. These green marble pants from Hosbjerg come to mind.

A month or two I would have done anything to own these and now due to countless rip offs, I can’t stand them. As items get ripped off, the original item that once held value is considered tacky and out of fashion. Second, the trend cycle promotes overconsumption by creating a sense of urgency in consumers. We are led to believe we are behind trends as soon as we see them being worn on TikTok. The goal is to be ahead of the curve by purchasing the item and photographing yourself in it before it’s deemed “uncool” by the audience. In my own experience, when I purchased a skirt from Princess Polly last year, I wore it once for my birthday and never again. The satin flower pattern phased out before it could even begin. 

What can be done? In the past month or so I have decided to become very conscious about what I am buying and why I am buying it. Before I panic purchase an item, I try to stop myself and ask, “Is this something that I really like or do I like it because some cool girl on TikTok told me I did?” I think developing your own style consists of finding things that make you feel happy and confident.

LtR: @chaunceymangum, @romainstreetstyle, @jalenrileyphotography, @halhankringer

Try to invest in timeless pieces that you will pull out of your closet again and again. For me, my thrifted brown leather jacket with a white t-shirt and gold accessories has become a staple in my wardrobe. I want to own things that I can one day pass down to my daughter, not a bunch of low-quality synthetic crap. 

When I say “wear whatever you want,” I mean wear what you feel good in while also being aware of your own consumerism. Saving up to buy nicer clothing will benefit you in the long run because you avoid playing into microtrends. The fast fashion industry is a billion-dollar industry, but there are multiple brands working to reverse the damage. 

Here are some personal favorites for you to check out on your own journey to avoid fast fashion: 

- LazyOaf 

- Patagonia 

- For Love & Lemons 

- Boden 

- Reformation 

- Holiday 

- CherryLA 

- Levi’s 

- AcneStudios 

- Theory 

- Baum Und Pferdarten 

- Veja 

- Its Rooper 

- Rafa USA

LtR: Theory, Rooper, Boden, Reformation, Veja, For Love & Lemons, Baum, Patagonia, Reformation

By Isabella Buoscio

University of Utah student. Passionate about food, fashion, and finding myself in unexpected situations. I write to gather shared experiences and make the world a bit more connected.