While scrolling through social media feeds it can feel as though the same words and phrases are continuously reappearing — “try-on haul,” “Amazon storefront,” “TikTok shop,” “online shopping spree” — and the list, like the many featured products, can go on.
The constant bombardment of hauls and commodities is just the newest tactic used to influence viewers to buy more and more, regardless if they need to or not. This new age of influencing is simply the newest way to promote overconsumption.
According to a January 2024 article from Sentient Media, overconsumption occurs when humans consume more resources faster than they can be replenished.
This inability to restore resources has proven to have detrimental effects on our environment. As humans continue to deplete the Earth’s natural resources at such a speed that they can’t be recovered.
According to research highlighted in a May 2021 article from The Guardian, humans would require 1.7 Earths to support their current rates of consumption.
One of the largest sectors in which there are heavy levels of overconsumption is the fashion industry.
THE FAST FASHION TAKEOVER
As detailed in a 2022 article from Fashion Revolution, fast fashion can be defined as cheaply-made clothing — usually produced with polyester, a synthetic fabric typically derived from petroleum that does not easily break down — created with the intention to be bought and worn only a handful of times and then promptly thrown away.
These fast fashion brands — which most prominently include Shein, Zara, H&M, Forever 21, Cider and Revolve — export production to developing countries where limited labor laws allow brands to pay employees less while also keeping their retail prices cheap.
Has it always been this way? Not particularly. Over the past few years, overconsumption has become a rapidly increasing problem. Many make the argument that our growing consumption rates are due to a growing population, but that isn’t entirely true.
According to an article from Sentient Media, since 1970 the global population has increased by 60% but consumer spending has increased by 400%.
THE IMPACT OF THE INDUSTRIAL REVOLUTION
Prior to the Industrial Revolution, nearly all clothing was handmade, meaning only the extremely wealthy were able to purchase pre-made clothing and care about style. However, following the end of the Industrial Revolution, every aspect of everyday life shifted up and down the class pyramid, including fashion.
According to an article from The MIT Press Reader, the first sewing machine was produced in 1829, leading to ready-to-wear clothing and standardized sizes and yet it wasn’t until post-World War I that the United States began to see consumerism on a mass scale.
KEEPING UP WITH THE JONESES
After the difficulties of the war, the United States saw the start of purchasing power and the concept of “keeping up with the Joneses,” a phrase popularized by Arthur R. "Pop" Momand in his iconic comic strip of the same name from 1913, according to an article by Book Browse.
“Keeping up with the Joneses” described an individual’s inherent need to constantly compare themselves to their acquaintances, specifically to what products or things they do and don’t have.
The steady increase of consumerism was met quickly with the Great Depression, a time period in which the majority of people didn’t have the money to spend outside of household necessities.
Just after the end of the Great Depression, the country witnessed the largest boom of consumer culture yet, as all production lines were at full force due to the Second World War.
According to an article from PBS, Production during the war was what caused the country to be pulled out of the depression, and soldiers were met with plentiful job opportunities and higher wages, all leading to a rise in spending power.
This rise in consumer spending ultimately led to the birth of fast fashion, which we can see throughout the 1960s and 70s.
FAST FASHION IN THE DAYS BEFORE FAST FASHION
Throughout the ‘60s, younger generations were stepping into jobs to which they now had access to incomes they could spend on themselves.
This money was often spent on clothing, specifically in the search for a new style that differed from the clothing their parents would have worn in previous years. It was this cohort that began to see clothing and fashion as a form of self-expression, as seen with the Mod trend — which showcased the rebellious nature of this new generation through the use of non-traditional colors and bold patterns.
With this influx of younger generations wanting new styles of clothing, Western countries began to see businesses take on an exploitative business model to keep up with this demand for clothes. According to an article from Project Cece, this was when clothes began to be outsourced so they could be cheaper for customers.
HOW THE NEW YORK TIMES COINED THE TERM “FAST FASHION”
As the decades rolled on it became easier and easier for fashion brands to make clothes cheaper and faster.
It wasn’t until 1989, that an article from The New York Times used the term “fast fashion.” The publication used the term to describe the clothing company Zara’s ability to bring a piece of clothing to life and put it on display within a 15-day span.
The term quickly caught traction, being used to categorize other popular ‘90s fashion brands including Limited Too, Wet Seal, Bongo and dELia*s.
THE DIGITAL AGE
The age of the internet and social media has only proven to further exacerbate overconsumption. Social media platforms including Instagram, TikTok, Pinterest and YouTube allow trends a space to mobilize and die faster than ever.
Trends that fall victim to this cycle are often called microtrends, trends that become pervasive on social media, but die out within a few years or sometimes only months.
With the rise of social media, overconsumption has continued to take over the internet, raising concerns about the health of our planet. In fact, according to an article from Sentient Media, people are buying 60% more clothes than they did in the year 2000, but keeping them for only half as long on average.
FASHION REVOLUTION’S STANCE ON OVERCONSUMPTION
Avoiding overconsumption is easier said than done. The economy of many Western countries is reliant on consumerism to keep the economy afloat, with millions of jobs on the line.
Nonprofits such as Fashion Revolution are making strides in pressuring companies to make their clothes in more sustainable ways. Those who support these organizations are also helping fight the monster that is overconsumption.
AVOIDING OVERCONSUMPTION
Overconsumption on such a large scale can feel daunting and impossible to fix, but there are ways you can help lower your own consumption.
The most evident way you can improve your personal overconsumption is by changing the way you shop. Shift your purchasing mindset and ask yourself questions while making purchasing decisions such as, “Do I need it?” “If it was $15 more expensive would I still buy it?” and “Will I still be wearing it 1-5 years from now?”
Don’t buy clothing for just a singular wear, instead, try to find ways to repurpose single-wear items or look into clothing rentals for items like gowns or costumes for occasions.
One of the simplest ways to put a halt to your overconsumption is by purchasing second-hand clothing. Before you purchase an item online following a TikTok try-on haul you viewed, ask yourself if this is something you can find at your local thrift store.
When navigating this era of relentless consumption, it's crucial to remember that our individual choices collectively shape the future of our planet. By becoming more conscious consumers and supporting sustainable practices, we can combat the destructive cycle of overconsumption.
Read the Fall/Winter 2024 sustainability issue of Scarlette Magazine online at issuu.com.
SHOOT LEADS Cherod Bowens, Summer Neds / MODELS Jolie Austin, Emma Baker, Ava Monteferrante, Abby Nocera, Haertly Phipps, Shaniya Slaughter / STYLISTS Francesca Reyes, Grace Zhang
