Research

Methodology
ASSIGNMENT
 NEED OF FASHION
BLOGGERS TO STOP
PROMOTING FAST FASHION
The power of fashion blogs in the millennial these bloggers are unusually quiet on this
era has had a lasting effect on customers in topic.
an age dominated by technology, facilitated
by the rapid growth of social media and These fashion bloggers have a large audience to
emerging innovations. The impact of fashion influence. These famous fashion bloggers have
blogs on shoppers is rising today, with an followers in millions. People praise them and
interrelationship between ‘trend setting' and support their creativity. They vote them for
explicitly ‘persuading' consumers to purchase the awards. So, it should become a
their clothing. responsibility for these bloggers to think
beyond their profits and followers. Fast
We choose influencers over celebrities Fashion brands uses these bloggers' social
because they are the "trendsetters" in this media platform as a way of promotion. The
new world. The bond between an influencer bloggers promote them for their own
or content creator and an audience is more benefits. There are very few bloggers who
akin to a friendship than a fandom; they post promote products responsibly.
their everyday life on social media, interact
with their audiences, which is why we can Fast fashion firms abuse factory workers.
relate to them more Per year, the luxury industry releases more
pollution than international flights and marine
But the question arises, what’s transport combined. There are certainly
problematic with most fashion bloggers influencers who are speaking out on these
As a fashion “influencer”, the role of these topics, but they are very less in comparison
bloggers should not only be to create creative to those who choose to ignore them.
content but to make their audience aware about Fast fashion was invented in the fashion retail
the right choices when it comes to fashion. As industry to describe the rapid turnaround
so many people follow them and gets inspired of designs from the catwalk to new fashion
from them, this would create a large impact trends, and it became highly common in the
on society. But, instead of spreading early 2000s. Retailers sought to maximise
awareness about sustainable fashion, most of profits by concentrating on core supply chain
the fashion bloggers themselves use and components, with an emphasis on accelerated
promote fast processing speed at low cost. It affects us in
fashion.Despitecontinuingdiscussionsaboutthe many ways.
value of environmental health, fighting climate
change, and addressing economic disparities
(all of which are topics that fast fashion .
affects),
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 • Although market demand has forced some fast
fashion brands to change factory conditions, many
employees continue to work in hazardous conditions.
In 2018, the US Department of Labour revealed
reports of forced and child labour in many
countries' garment industries. Young women
between the ages of 18 and 24 manufacture about
80% of the clothes on the market. They are often
not paid a living wage because fast fashion firms
hold the bulk of the gains for themselves. They are
forced to live in isolation, often struggling to
provide the essentials for their families.

Poor working condition of labours.

Photo: Experimenta.es

• The fast fashion industry not only

pollutes our climate, but it also pollutes
Dye entering a river. Photo: RiverBlue our minds. We are continually bombarded
by advertisements that lead us to believe
• A cotton shirt needs approximately 2,700 litres of water to manufacture (source). That that purchasing equals satisfaction.
is enough water for one person to drink for two and a half years, according to the World There's a lot of pressure to keep up with
Resources Institute. According to another study, the global fashion industry the new styles and never wear the same
consumes enough water each year to fill 32 million Olympic-size swimming pools. outfit twice. And, while fashion can be an
enjoyable and beautiful way to express
• The apparel industry is responsible for nearly 20% of global water emissions. It is
ourselves, it can also make us feel insecure
also responsible for about 5% of global greenhouse gas emissions. Furthermore, one
or self-conscious. The greater our demand,
study discovered that nearly 30% of the chemicals used to make clothes are harmful to
the greater their production. And the
human health.
more they get away with making and
• Most of the the world's leather comes from India and China, where there is no animal distributing, the more they force us to buy.
rights regulation. And, leather is more than just a by-product of the meat industry. When
it comes to animal products used in clothes, the bottom line is: if it doesn't mention
it's ethically made, it really isn't. And many people claim that, regardless of the
process, possessing and exploiting living beings as resources is essentially slavery.
Over-consumption.Photo: Pintrest

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Fashion bloggers such as Komal Pandey often
include brands such as Zara and Forever 21 in
their blogs. She also posts hauls of these
brands' items (mostly fast fashion). They also
buy a lot of clothing that follows the latest
fashion trends. Instead of promoting recycling
and slow fashion, they buy from these brands in
vast quantities and create haul videos. They
mostly concentrate on offering low-cost
solutions to current trends in order to reach a
broad audience.
We need more Sustainable Bloggers
Sustainable fashion brands produce fashion that
is most respectful of humankind and the
world and, where possible, reduce the
environmental effects. The ultimate objective
is to provide a system that operates without
negative impact.
After the energy industry, the apparel
industry is the world's second highest
polluter. And as the market expands, so does
the environmental harm. Like so many topics
in the press these days - climate change,
plastic waste, erosion, destruction of coral
reefs and habitats, water shortages, to name
a few - the fashion industry is not really top of
mind for most people as a challenge or a
solution. The decline in garment prices over
the last 20 years has enabled us to purchase
an increasing number of garments. We now
have five times the number of clothing that our
ancestors did. It felt fantastic before we
learned what was driving this pattern.
In fact, this continual production of low-cost
garmentsis only possible becausemanufacturing
costs are constantly being reduced. This, in
particular, has significant implications for our
wellbeing, the environment, and the lives of
garment workers.
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There are several fashion bloggers who are Swati | @swatidixit28
already headed towards the sustainable fashion
blogging and are working amazing. Swati Dixit is a fashion blogger who travels from
Bangalore to Atlanta in search of responsible
fashion. Her Instagram account is full of
Jennifer Nini @ecowarriorprincess
wallpaper- worthy photographs from all over
Jennifer Nini's sustainable lifestyle and eco the country, showcasing her vivid and vibrant
fashion blog is called Eco Warrior Princess. The sustainable wardrobe.
blog is primarily concerned with environmental
preservation through the means of fashion. Swati's passion for styling and ethical design
She runs an off-the-grid farm in Queensland, shines through in all of her Instagram posts, but
Australia, where she publishes her blog. She's most importantly, she is out there encouraging
an outstanding example of a blogger who is girls to discover their own unique style and pursue
their goals by sharing what motivates her
totally committed to encouraging sustainable
fashion and leading an environmentally aware She not only speaks about the importance of slow
lifestyle. She lives by the moto, Vivienne fashion, but she also actively blogs about
Westwood said “Buy Less, Choose Well and
brands that work in this space and important
Make it Last.” She studied Fashion Business, but events like the fashion revolution, which is
didn’t want to compromise her values and beliefs connected to the factory collapse in
in the pursuit of style. Eco Warrior Princess is a Bangladesh. Her blog reflects her personality,
platform that allows her to promote and
Sharmistha Guha Chowdhary, Photo: Instagram which is vivacious, lively, and eccentric..
celebrate green fashion but more importantly, a
green lifestyle.
Sharmistha Guha Chowdhury
@nomadicwardrobe
Sharmishtha is a fashion blogger based in Kolkata,
India. She is a proud Bengali woman who loves
beautiful locally made sarees and admires
Indian textiles and weavings. Her blog focuses
on the wearability of fashion rather than
experimental fashion, making it a space for
comfortable yet stylish clothing.
On her instagram page, there are many pictures
of her adorning sarees of different designs,
embroidery, material and hues. Her Instagram
feed is a burst of colours, styles and ideas. She
specialises in styling both traditional sarees
and modern day bold sarees. She promotes
handicrafts and traditional indian textiles which
are hardly seen in other bloggers' pages.
Jennifer Nini. Photo: Instagram
Swati Dixit, Photo: Instagram
 Conclusion
Our planet is in desperate need of
sustainability. It is high time for us to
begin thinking more seriously about
our world.
Since fashion bloggers have a large
influence on shoppers, sustainable
fashion bloggers may bring about
a positive change in society. Many
fashion blogs are now going in this
direction. Some of them are- sus-
tainably chic, Chloe Alysse, Noell,
Call Me Flower Child, Raven Love,
The Thrifty Tomboy.

As audiences, we should be mindful

of how to choose appropriate
content.
We can be careful with ourself
while we consider the little im-
provements we can make to better
protect our world from risks such as
fast fashion. Leading a more sustain-
able life is a continual process, not a
destination. Our world, animals, and
fellow humans all need a change
in our goals. When we lead with
positivity, we can make a difference
together.

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Photo: Getty images