• instagram changed fashion
    Fashion + Influencers

    Sustainable fashion is not just a hashtag

    We are exposed to around 4,000 marketing messages daily both on and offline. We see sales, discount codes, swipe up features and influencer look-books with descriptions that include “must have to complete your wardrobe or impress on that special occasion”. Psychologically, this fills us with guilt and disappointment about what’s currently in our wardrobes. It makes us feel that getting our hands-on new garments would satisfy this problem. A sense of urgency is created and we purchase things without thinking about whether or not we truly need or want them. The Power of Influencer Marketing According to a Mintel report, 45% of respondents aged 16+ have purchased an item due…

  • influencer marketing and sustainable fashion
    Fashion + Influencers

    Slow Fashion, Slow Progress

    ‘Haul Culture’, paid promotions and needless merchandising are contributing to global patterns of overconsumption. The rise of the ‘influencer’ as an opinion leader is a phenomenon that doesn’t seem to be dissipating any time soon. Research now shows that one-in-five British children now aspire to a career as a ‘social media personality’. As the ways in which we consume and share marketing material have evolved, so too have the opinions we trust and the actions we replicate. For some, this means adhering to the lifestyle choices of an influencer you admire, even if their actions place highly unsustainable choices in a positive light. The growth of Youtube-centric trends such as…