It is no secret that social media influencers produce heavenly posts where the colours of their clothes pop against idyllic clean backgrounds. They modify their image to maximise engagement and ultimately sell the content highlighted within. This article considers whether Influencers are to blame for the meteoric rise in fast fashion, or are we – the consumers – the ones at fault? From sewing machine to screen In the 1950’s only people of means could buy “ready made” clothes
‘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.
Fast fashion brands such as Pretty Little Thing create fashion influencer collections to rid themselves of surplus stocks. But is it right for influencers to label these clothes as their own and should brands increase their prices dramatically just because Molly Mae is written on the tag? Pretty Little Thing recently released collections with A-list influencers such as Love Island star Molly Mae and the girl band Little Mix. There has, however, has been talk about whether the