Promoting Sustainable Fashion on Social Media
As the world produces at least 3.5 million metric tons of plastic and solid waste a day according to National Geographic, everyone should be more proactive in doing their part to be eco-conscious. One way to do this is by joining the sustainable fashion movement and helping lessen the waste generated by the fashion industry. But while it’s great that we can mobilize ourselves as individuals to practice sustainability in fashion, being able to undertake sustainability measures collectively as a society certainly has a much bigger impact. In this day and age, it’s incredibly easy to reach other people by using social media — and tapping into this can help spread the gospel of fashion sustainability. In this post, we’ll tackle how social media is paving the way for a more sustainable fashion industry.
Making the Case for Sustainability in Fast Fashion Brands
It’s no secret that fast fashion is the biggest culprit when it comes to garment and material waste — forcing factories to produce pieces at record speeds. But what we have to understand is that fast fashion brands are a natural reaction to consumer demand. Trends quickly come and go, and of course, consumers want to keep their fits on-trend. This demand for on-trend style has worsened in the advent of social media, where fast fashion brands have been allowed to incessantly abuse ad spaces and spam the internet with their pieces. Nowadays, it’s impossible to find anyone who doesn’t have a social media account and fast fashion marketers have seen this as an opportunity to influence consumers into purchasing fast fashion pieces.But in recent years, huge fashion brands have been forced to slowly put an end to their unsustainable practices as the consequences of fast fashion are brought to light. In fact, highly notorious fast fashion giant Zara has made a promise to only produce clothes made from sustainable fabrics by 2025. Another fast fashion retailer, H&M, has also pledged to make their supply chain operations climate-neutral by 2030. However, it’s worth noting that these are all just targets. On the bright side, it’s great to see huge fashion brands using their platform to promote sustainability in fashion.
The Role of Influencers
Nowadays, influencers dominate social media platforms — so much so that most gain a bigger following than movie or TV stars. This, then, gives them a huge sphere of influence where they can share their insights and knowledge. Marketing strategists have seen how effective influencers can be when it comes to promoting products or ideas and have subsequently cashed in on these individuals.However, influencers need to use their reach responsibly. This means vetting potential sponsors and seeing their stand on sustainability. Understandably, not all influencers can afford to do this, but they also run the risk of losing their eco-conscious audience if they promote unsustainable fashion brands. Catriona Gray, a former Miss Universe and one of the most recognizable influencers on Instagram, advocates for sustainable fashion through supporting local textiles and clothes. That's because doing so can help elevate the platforms for smaller brands that don’t create as much waste as fast fashion brands and provides jobs for local workers. Los Angeles-based influencer and activist Aditi Mayer uses social media to showcase her skills in fashion photography while simultaneously promoting sustainable fashion. Making sustainable fashion sellable is a great way to cultivate an eco-responsible ideology in people, and Aditi does this by putting the spotlight on ethical fashion brands. The key takeaway from all of this is that social media can become an incredibly effective tool to promote sustainable fashion and eco-conscious ideologies. Everyone has to play their part in doing this, from huge fashion brands to even private individuals. So next time you stumble upon an interesting article on how to practice sustainability in fashion, be sure to share it for your friends to see.
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By J. Brint