Fast fashion isn’t just a symptom of consumer culture; it’s a calculated business model designed to exploit human psychology for profit. Mega-corporations have perfected the art of capitalizing on our vulnerabilities, using manipulative strategies to lure people into a cycle of overconsumption. They dangle low prices and fleeting trends in front of us, knowing these tactics tap into our emotional and psychological triggers.
But behind the enticing façade lies a reality that’s far less appealing. These corporations often show little regard for the broader consequences of their actions—whether it’s the devastating impact on the environment, the exploitation of workers, or the social pressures they fuel. Fast fashion thrives on disposability and disregard, leaving communities and ecosystems to shoulder the true cost of its profits.
Understanding the psychology behind this industry isn’t just fascinating; it’s empowering. By uncovering the mechanisms at play, we can begin to reclaim control over our choices and resist the bait of an industry that profits from harm.
Why Does Fast Fashion Feel So Good?
Shopping taps into something primal, something deeply wired in us. The moment we hit “Add to Cart” or walk out of a store with a shiny new bag, our brains release a flood of dopamine—the same chemical linked to pleasure and reward. It’s not a coincidence; it’s science. And corporations know it.
Fast fashion exploits this reaction, layering it with carefully crafted urgency. Flash sales, “limited stock” warnings, and influencer hype fuel the fear of missing out. The message is loud and clear: if you don’t buy now, you’re losing something. It’s manipulative, and it works.
I’ve fallen for it too. There have been times when I bought something that, in hindsight, I didn’t need. Maybe it didn’t fit right, or I wasn’t as excited about it as I thought I’d be. It’s frustrating to realize that what felt like a “win” in the moment was actually part of a system designed to make me consume, again and again.
The Real Cost of That $15 Top
We all love a bargain. We are enticed to see these purchases as a win for our wallets. But the truth is, these deals come at a cost—and it’s not the corporations footing the bill.
Behind every low-price garment lies an unsettling reality. Workers in garment factories, many in developing countries, are often underpaid and overworked in unsafe conditions. Meanwhile, the environmental toll is staggering. Fast fashion accounts for an estimated 10% of global carbon emissions—more than the aviation and shipping industries combined.
And then there’s the waste. On average, a garment is worn just seven times before being thrown away. Most of these discarded clothes end up in landfills or incinerators, polluting the planet for generations.
Learning more about these impacts was a wake-up call for me. It made me realize that the low prices weren’t bargains at all—they were a sign that someone, somewhere, was paying for my convenience.
Making Small, Meaningful Shifts
When I first started thinking about my shopping habits, I felt overwhelmed. The system is so big, and my actions felt so small. But even small shifts matter. For instance, buying just one second hand item instead of new can save 2.6 billion kilograms of CO₂ emissions annually if done on a large scale. That’s massive.
I’m not perfect—I still find myself making fast-fashion purchases now and then, especially when I’m short on time or money. But I try to make more thoughtful choices when I can, asking questions like:
Who made this, and were they treated fairly?
Will I actually wear this more than a couple of times?
Could I find something similar secondhand or from a sustainable brand?
Some things that have helped me:
Reflecting on my wardrobe: Before buying something new, I check what I already have. Sometimes I rediscover old favorites or find a way to alter pieces I’d overlooked.
Thinking long-term: Instead of focusing on price tags, I look at cost-per-wear. A $150 coat I’ll use for years is a better investment than a $15 top I’ll wear twice.
Exploring secondhand options: Whether it’s thrift stores, vintage markets, or upcycled designs, finding joy in seeking out unique, sustainable pieces.
These aren’t grand gestures, but they’ve made a difference in how I feel about my choices. It’s empowering to know that I can shop in a way that aligns more with my values.
Finding Value in What We Wear
I’m still learning and far from perfect. There are moments when convenience wins out, and I make purchases I regret. But I’ve started to view fashion differently—not just as a way to express myself but as a chance to support fairer practices, reduce harm, and invest in items that hold meaning.
At Cleo Borrello, we’re trying to create pieces that reflect this philosophy. By transforming vintage fabrics into new designs, we celebrate creativity while embracing sustainability. It’s not a flawless solution, but it’s a step toward a system that values people and the planet as much as the clothes we wear.
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