Why do we shop? What's the reason for consuming so many garments of clothing which we obviously do not need? Also, is there a changing perception of fashion? Is this way we see fashion or being 'fashionable' harmful to the environment and an utter waste of money?
I came across an article in the Business of Fashion and it got me thinking. My shopping habits have indeed changed over the past few years and I try to only buy something I really need, but then again my definition of 'need' is different than that of the Oxford dictionary. I have been attempting to be a smart shopper and only buy an item if I really really like it, and yes, I view fashion as an expression of my style and personality. My style is considered rather timeless with a handful of on trend pieces in my closet but because of that, I can wear most of them season after season and seldom feel the need to throw out or donate to charity.
I guess we all never really bothered about the actual process these clothes we give away go through in this area of the clothing industry; we feel pleased with ourselves because we 'donate' and 'give things away for free', and all these have assumed positive connotations.
Fashion has to be redefined by many.
The truth is, “fast fashion” is a deeply unsustainable model. And by emphasising recycling rather than tackling the root cause of why people continue to buy and dispose of larger and larger quantities of lighter, thinner and less well-made clothing, consumers are reassured that they can continue shopping as normal.
“There is now this notion that fashion is just a commodity, and that we are just consumers,” laments Dilys Williams, director of the Centre for Sustainable Fashion at the London College of Fashion. “It doesn’t do justice to us or to fashion. Fashion should be about cherishing clothes and creating an identity, [but today it's] based on constant adrenalin and the excitement of purchasing. There is no anticipation or dreaming. Nothing lasts or is looked after. We each have a mini-landfill in our closets.”
Read the full article here.
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