Fast Fashion & The Lingerie Industry

So as you may know, if you've read any of my previous posts or follow me on any form of social media, this term at uni, I'm undergoing a group project as part of my Creative Innovation and Entrepreneurship module. My specific group project is looking into the world of both slow and fast fashion and whilst undergoing some book and article research, in order to get a wider understanding of these specific subject areas. One particular book, which I have mentioned in a previous post, called "Wardrobe Crisis: How We Went From Sunday Best to Fast Fashion" by Clare Press and Sarah Wilson, pointed out that perhaps our consumer habits are to blame for this somewhat of a fast fashion epidemic the industry seems to be having. "Why do we shop the way we do? What is it doing to us? What's it doing to the planet and to our collective happiness? Why is the amassing of more and more "stuff" seen as normal? Why is a fashion shopping obsession seen as something fun, perhaps a bit hapless, but definitely status-serving when added to the description in your instagram bio?" (Page 7).

This in turn, made me start questioning if the consumer habits we've adapted are resulting in this particular gap within the market in regard, specifically, to smaller and bigger than "average" sized lingerie and clothing, because if we're always caught up within this "fast fashion" bubble, then what does it matter if that dress is 2 or 3 sizes too small because it's on sale and you like it, or what does it matter if that bra is really not the right back of cup size for me & I'm not 100% comfy in it, but it's the last one in the store and it's only £15 and that's really cheap for a good quality bra!

Due to consumer habits that have appeared in regard to changes within our social and economical environments we're a lot more careless shall we say, with our money and our spending choices than our ancestors were before us, because they didn't have the luxury of being able to willingly waste money on dresses that were a few sizes too small or bra's that didn't fit quite right because they needed it to last. Today something rips at the seam or the snaps and 9/10 people will throw that piece of clothing straight in the bin, because it's cheaper to buy a new one, than attempting to fix it! "It was snugged at one elbow. I've chucked stuff out on the mere rumour of a hole...I didn't mend the blouse (I stuffed it in a charity bin)" (Page 9).

The point I'm trying to make is, if we're always continuously buying fashion garments and lingerie that is actually too small for us or doesn't fit exactly how we would want it to in an ideal world, then how is the fashion industry suppose to know that there's an actual gap, and a demand, within the market that they're not filling? Because as far as they're concerned, the statistics and percentages and figures aren't telling them any different?

Looking into fast fashion and the issues which lie around it, such as consumer spending and shopping habits, has proven an interesting insight into my own personal MA project as explained above, which I didn't believe it would. So all I ask is that next time you consider buying any garment of clothing which doesn't fit you quite right or a bra that doesn't feel 100% comfortable (and we all do it) consider what the long time effects of that purchase are going to be upon the fashion industry, if you want change, YOU have to make it happen.

Jess xo