It’s a grey, rainy morning in Surrey and I am sat at my desk deleting emails. I know, what a riveting start to a blog post. Since I gave up fast fashion I’ve got to find something to do with my time! The emails I’m deleting are the endless missives from desperate brands with eternal sales trying to make me buy their clothes. I hate to say it but in my weaker moments these emails work on me. I have to delete them without reading them because otherwise I will be knee deep in the French Connection sale before you can say ‘fast fashion’. The emails are a problem, particulary the frequency, but they are not the root, they are entirely symptomatic of the way we consume fashion.
I would argue that in a lot of ways purchasing has been reduced down to pure impulse. Very rarely do we consider what we already own or if we will even wear it, we just get tempting offers with bright ‘girl power’ slogans fired straight into our inbox telling us to treat ourselves. Due to advances in online shopping technology, its entirely possible to go from receiving an email to buying a garment within 5 minutes all on your phone. Of course you can unsubcribe, but often its not about not wanting to receive the emails, its more than most of us don’t even think about them.
What I’ve realised since making a concrete effort to renounce fast fashion is that, the email isn’t just an email. The email gives you permission to browse, it gives you the justification, ‘but there’s a sale on’ or ‘I’ll just look at the new collection’ and then before you know it you’re buying an entire winter wardrobe. It’s often not even about resisting the emails, its about becoming conscious of them and their purpose. It’s absolutely fine if you want to receive the emails and actually use them as a purchasing tool, you do you! But if you are trying not to consume then unsubscribing is the first step and as I do want to give up fast fashion and absolutely refused to be beset by fast fashion brands in my own home, unsubscribing is what I shall be doing.
As I’ve told people about my commitment to give up fast fashion, I’ve had some supportive reactions and some of genuine confusion. Let me get one thing straight, I love shopping and my friends know that. I actually find it relaxing although occasionally irritating when you can’t find jeans that would fit an average human female under 5’4″ with hip bones. Crucially though I like shopping in person, I don’t often buy clothes online and if I do I often regret it. My number one reason for online shopping pre-lockdown was for occasion wear. I’m definitely not an ASOS haul person. It feels dedicant and wasteful to buy that much online without even trying it on and to be honest it feels desperate. Shopping for me is an experience. It’s going out with my mum or my friends, it’s physically going into shops, touching clothes for quality, trying on new things and going out for lunch. Its an occasion. That’s most likely why I find these emails so jarring, they don’t fit with my experience of shopping. For me its not about convenience, if I go for a shopping trip the trip itself is an integral part of the experience. In a lot of ways it makes it easier, if I don’t go into shops, I wont shop, simple.
As I’ve mentioned previously, I am approaching giving up fast fashion as I would with a major life change, holistically. From figuring out my what my own style looks like to literally not budgeting in shopping money, I’m trying to find the ways that fast fashion has permeated my life and how I can make the shift. Removing myself from as many subscription lists are possible is my first prong of attack. As these emails do work on me, its vital that trigger to consume is removed. So here’s my first piece of advice if you’re trying to give up fashion as well, if you’re looking to start giving up fast fashion, start by unsubscribing from your favourite brands. It doesn’t matter if you love them, you can always visit the website of your own volition but remove the email trigger. It’s the same premise as stopping a snack habit by just not buying snacks.
Instead I am directing that urge towards buying fabric and then imposing a fabric limit. I bought a lot at once and now I have a couple of months worth of projects to work on. I am going to celebrate every make and ensure that come September I start making things appropriate to the season so I don’t have to go out and buy a winter wardrobe, another weak point of mine in the shopping calendar.
So after my marathon session of unsubscribing I’m going to make a cup of tea and start some sewing. I’ve got a massive project coming up and I can’t wait to get started. Build that excitement over every make the same way you do for a big purchase. The release is the same you’ve just got to train your brain and remember that no one, no one else will have what you’re wearing if its me-made. See I think that giving up buying fast fashion clothes is the easy part, disengaging with fast fashion culture? Now thats the hard bit.