How fast fashion companies play on our psyche
It helps to first look at the psychology behind fast fashion.
Big names like H&M, Zara and more recently PrettyLittleThing and FashionNova are experts at spotting upcoming trends at pre-season fashion shows. With this knowledge, they replicate upcoming trends using cheap foreign labor and flimsy, poorly sewn fabrics.
Instead of producing 1,000 units of a product as the original fashion house did, fast fashion companies produce about 100,000 units of each style. They do this because buying fabric and producing it in bulk significantly lowers the overall cost of production as well as the price at which they can sell the items to the masses.
That’s why you and I and thousands of others have thought “I have this shirt” when you see someone on the street. The product was sold so cheaply and in such quantity that it seems the time has it.
As a result, we quickly get bored of “that top”. It ends up balled up at the bottom of our cabinets, its 70 percent plastic texture wrinkle-free for the rest of eternity. Or until we find someone to buy it on Vinted for £1.
Although this is commonplace these days, it is a relatively new form of fashion consumption. In 2016, buyers bought 60 percent more clothing than they did in 2000, but they wore or held onto each item for half as long.
Sixty percent more than a decade and a half ago. That’s a huge discrepancy that’s likely to widen further in 2023.
The reason for this behavior undoubtedly lies in the fact that every time we open our smartphone, we are sent marketing messages. Combine that with a culture where you don’t dare post the same outfit twice on social media, and fast fashion has met a beautiful, perfect storm.
So how do we escape it?
Case for capsule sets
“We’re really killing the planet for some SHEIN dresses. this is crazy,” is a tweet that stuck with me after seeing it.
For those whose values conflict with the practices of fast fashion companies, ie. Human rights protection, concern for the planet, or a combination of the two – the decision to switch to a capsule cabinet was probably made long ago.
If you’re not concerned about the ethical side of things… well, I’m not here to shame you.
The vast majority of people are too busy with what’s going on in their own lives to think long and hard about how a five-pound miniskirt got from Bangladesh to your wardrobe.
But you? at least I have to be a little angry at the system that pulls you, pushes you and constantly wins you over to spend your hard earned money on clothes that barely fit and fight for their quality.
The combination of all these things made me embrace the capsule collection. Maybe thinking about it makes you do it too.
So how do I get started?
By definition, a capsule collection consists of 10-50 (more or less) practical and versatile garments that can be worn in any season. These articles will not follow the trend but will be timeless and quality.
Think crisp white T-shirts, long-sleeved cotton shirts, well-tailored jeans and shorts, skirts, and button-down coats or jackets that will stand the test of many winters.
Before adding anything to your closet, you may benefit from letting go of unnecessary items in your closet first. Reselling items you no longer use is a great way to free up space (and some extra cash) for new pieces that will look and feel great for years to come.
If you shop less often and only buy good quality pieces, you’ll spend less because you’ll think longer about whether you really want them. Getting ready in the morning and getting dressed at night is easy when you can clearly see every item you own.
It is dying the study foundalso helps you feel less stressed overall.
Not to mention that 30 percent of the dust in the average home caused by cheap clothes made from microplastic-repellent fabrics could just make your home easier to clean.
That being said, everyone is different and I don’t think there are any hard and fast rules on the way to a streamlined wardrobe. Since quality clothing is generally more expensive, patience is key. Setup will probably take some time.
And of course we treat ourselves special from time to time. We’re human and that’s okay. But the madness of ordering new disposable clothes every two weeks has to stop at some point.
Why not start with a small step today?