'Less is More': Why are we less satisfied with our clothes the more we shop?



I think a lot of people within our age group can be guilty of going on an online clothing website, scrolling, adding a few things to their shopping cart, and then checking out and keeping the clothes they buy; despite already having an entire wardrobe full of outfits (some of which hasn't even been worn yet!).


We've all been there,


But realistically thinking, do clothes really make you that happy? Or, after the excitement of the shopping spree fades, does your new stuff tend to lose its in-store magic by the time it’s reached your wardrobe?


If you've answered yes to the second question, keep reading.



Fast Fashion


Over the past year or so, a few very famous and wealthy clothing brands have come under fire for exploiting 'fast fashion,' which, by definition, is a term used to describe the use of wearing or creating cheap, trendy clothes that sample ideas from the catwalk or celebrity culture and turn them into garments (Shein and Pretty Little Thing, we're looking at you).


As a result of fast fashion and brands exploiting the use of it, it has allowed more and more people to buy cheaper and more trendy products, feeding into the trends that display up and down our social media newsfeeds everyday.

In the words of Fashion Designer Phoebe English, fast fashion has made the sector a, '‘Monstrous disposable industry.'

This means that, because there are so many trends in fashion, the fashion industry feels the desire to have to keep up with them, and as a result throw out old clothes that are no longer trendy - meaning that we, as consumers, are also feeding into this monstrosity as we're the ones buying the new and trendier products.


If we see clothes that we want from a new, upcoming trend, obviously we're going to throw the old ones away.


And I'm going to be honest: I have even fallen victim to this fast fashion trap. I have seen new clothes on my social media pages and thought 'yes, I NEED to buy that,' only to never wear it again. We have all done it, but it doesn't mean we are bad people. It just means that we need to change the way we see clothes, and fast fashion in general.


And this is why minimalism is so important.



Minimalism


It's sad to say, but, ever since a large majority of studies and research have come to light, its evident to see now that the never-ending cycle of buying clothes has actually not equated to the sense of ever feeling fulfilled or happy in the future, at all. That buzz and excitement you feel when you purchase some new clothes is only a temporary fix - after that, it just goes.

And then the next trend comes in.

It's sad, right?


There's also a term for this in Western culture, called 'stuffocation,' which is defined as a feeling of stress caused by having so many things that you do not know how to use or store.

All those clothes you're buying, where are you going to put them? Under your bed? A likely place, yes. But that wouldn't be smart when you have sparkly jumpers and criss-cross crop tops spilling out from the top of your bed frame. And this is where minimalism feeds into this article - which is ultimately a newer and more smarter-thinking concept of fashion consumption.


Minimalism is the idea that, while deep-rooted in the grounded life of simplicity and value, it contains an ideal world that leads you to a place without constraints. The Minimalists define it as A tool that can assist you in finding freedom - and not to be blunt, but that quote is just beautiful.


The idea of minimalist fashion and lifestyles could be transformative for our 21st century society - showing our generations and younger that you don't need a lot of stuff (or clothes) to be happy.

Each item of clothing is a story, each thread contains a person who has a creative streak and a love for designing clothes. Minimalism cherishes clothing stories by allowing us to celebrate fashion and cultures, by buying, owning and wearing items that bring a sense of purpose into our lives.


Less is always more, after all.