#@daniellemetz

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Instagram: @daniellemetz

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[digitalis-socialis-blog]

Digital Citizenship + The Slow Fashion Movement and Instagram Influencers

Previously on last week’s post, digital citizenship was focused on the basis of political aspects, this week-we discuss it in relation to the Slow Fashion Movement.

The slow fashion movement refers to; eco-friendly fashion and sustainable practices within the fashion industry and has been a grand movement for a long time. For example; the anti-fur campaigns in the 80’s, and also protests against unethical working conditions in the 90’s/00’s (Lai et al, 2017). Currently in modern day 2020, influencers on social media platforms like; Instagram, are able to assist this movement to be broadcasted to a large following. Digital Citizenship can be referred to behaviours on social media platforms, and there are influencers that promote slow fashion, but there are also many that promote fast fashion.

Fast fashion is affordable and widely available everywhere we look-what more can we want? I mean, if the quality is bad, we can just throw it out and buy a new one, right? Wrong. The fashion industry produces 10% of the entire populations carbon emissions and is currently the 2nd largest consumer of the earth’s water supply, whilst also polluting the water with microfibers (Mcfall-Johnsen, 2019). Menashy (2019) states that 80% of manufactured clothing end in landfill and big retailers like; Zara restock twice a week to keep up with the constant demands of trends (Linkfluence, 2020). Slow fashion is a necessity to fight climate change and is also increasing in importance (Lai et al, 2017).

There are many influencers on social media who are very compassionate about the movement and regularly inform and educate others about it. This includes; Venetia La Manna (@venetiafalconer), with 81.6k followers (Instagram, 2020) (figure 1).

Figure 1)

On the other hand, brands such as; Pretty Little Thing, Boohoo and Fashion Nova are big fast fashion brands that use social media influencers to promote their brand. Mya Mills (@myamills) 443k followers (Instagram, 2020) (figure 2) and Danielle Metz (@daninellemetz) 289k followers (Instagram, 2020) (figure 3) have larger followings than Venetia and fast fashion brands appeal towards the younger generation due to the affordability, and the influencers they use.

Figure 2)

Figure 3)  

The main issue here is; will slow fashion influencers be able to cut through the noise of fast fashion influencers? Lai et al (2017) discusses that the slow fashion industry lack key information that hinders potential consumers to purchase as they do not have an informed choice. Slow fashion is also perceived as less aesthetically pleasing in trends compared to fast fashion brands (Lai et al, 2017) which is potentially why fast fashion influencers are more successful. On the other hand, secondhand stores are booming again (Linkfluence, 2020) and if fast fashion influencers posted about ‘thrifting’, it can positively impact the slow fashion movement, and be considered a good digital citizen.

References:

- Instagram, 2020, daniellemetz, Instagram, viewed 29 April 2020, <https://www.instagram.com/daniellemetz/?hl=en>

- Instagram, 2020, myamills, Instagram, viewed 29 April 2020, <https://www.instagram.com/myamills/?hl=en>

- Instagram, 2020, venetiafalconer, Instagram, viewed 29 April 2020, <https://www.instagram.com/venetiafalconer/?hl=en>

- Lai, Z., Henninger, C.E. & Alevizou, P.J. 2017, ‘An exploration of consumers’ perceptions towards sustainable fashion-a qualitative study in the UK’, Sustainability in fashion a cradle to upcycle approach, pp. 81-101.

- Linkfluence, 2020, Ethical Clothing: Fast Fashion & Sustainability on Social Media, Chan, J, viewed 29 April 2020, < https://www.linkfluence.com/blog/ethical-clothing-fast-fashion-sustainability-on-social-media>

- McFall-Johnsen, M 2019, ‘The fashion industry emits more carbon than international flights and maritime shipping combine. Here are the biggest ways it impacts the planet.’, Business Insider, 18 October, viewed 29 April 2020, < https://www.businessinsider.com.au/fast-fashion-environmental-impact-pollution-emissions-waste-water-2019-10?r=US&IR=T>

- Menashy, S 2019, ‘Fashion has a waste problem (and why we invested in Unmade)’, Medium, 10 July, viewed 20 March 2020, < https://medium.com/mmc-writes/fashion-waste-unmade-3f325849d819>

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