Fashion trends are heavily influenced by what’s trending on social media. With companies like Shein and Temu, trending clothes are easily accessible and incredibly affordable.

Think of the trends that define generations: the ’80s featured bright colors and big hair, while the ’90s showcased butterfly clips and the grunge look. The 2020s could be defined by many short-lived trends like cow print, pink bows, and cheetah print.

Influencers like Alix Earle are quickly impacting trends. Her videos have made items and the clothes she wears sell out and become extremely popular. Things go viral on social media, making it hard to avoid trends.

As consumers continue to seek the latest trends, environmentalists and advocates push for a more sustainable approach to fashion, promoting awareness of the environmental and ethical implications connected to clothing choices. The influence of figures like Earle shows just how quickly trends can rise to viral status, leading to a widespread demand for what’s popular now.

There are new trends and quick turn-arounds for what is popular in the moment. With this, companies do their best to keep up and produce clothes that are in line with current trends. Sometimes, however, the trends change too quickly and companies are left with a lot of material or clothing that never gets sold. Instead of reusing these items, companies are most likely to dispose of these products by putting them in landfills.

Fast fashion is the quick, bulk production of clothing to reach larger audiences and be easily accessible to more consumers. It’s easy to fall into the routine of buying the latest trends to stay relevant, especially when they are affordable and easy to purchase. With a lot of fast fashion companies being online, it’s easy to buy in seconds and have it shipped within just a few days. Although shopping online at affordable prices seems harmless, there is a strong negative impact on our environment.

Wildlife and ecosystems are heavily impacted by these environmental changes brought by fast fashion. The production of clothes at a quick rate is also increasing how quickly pollution reaches animals. Pollution like toxic dyes and microfibers are put into waterways and are ingested by wildlife. Furthermore, not only do oceanic animals face threats from harmful pollutants, but other animal products are also being exploited for commercial purposes. The sourcing of leather and fur puts the health and well-being of these animals at risk.

MCC Professor Ted Erski, who teaches Global Environment and other related courses at explained the effects.

“There is a rapid development of synthetics, which use oil to create fabrics, like polyesters,” Erski said. “This contributes to greenhouse gases, specifically carbon dioxide. Transportation also uses large boats to carry stuff across the ocean, using some of the worst fossil fuel you can imagine.”

He also said consumers are constantly demanding new products.

“When you decide you need 12 more shirts every month, your unthoughtful consumerism tends to churn up more activity,” Erski said. “It’s the addiction to consuming that we have because when we consume a lot, we also then demand carbon dioxide be released into the atmosphere.”

When asked about the relation between the fast fashion industry and sustainability and environmental protection, Erski was skeptical about the future. “There are niches that cater to environmentally friendly fabrics, environmentally friendly supply chains, and environmentally friendly consumer behavior. The core problem with all this is we live in a capitalist society that glorifies growth.”

He compared it to the stock market: “If I want to buy a stock in a company, I want that company stock to go up,” Erski said. “How does it go up? It creates churn so customers are constantly buying something. That will make my stock go up. That stock market reward is what companies strive for. So until capitalism gets tweaked, which is never going to happen, right? I don’t see a very bright future in terms of this. As consumers we are trained to consume even when we don’t need to. I unfortunately don’t see a bright future for fast fashion or consumerism in general.”

Erski’s insights show a crucial problem between consumer culture and environmental stability. The fast fashion industry is driven by a relentless pursuit of profit and growth. While some brands and companies might attempt to change towards more sustainable practices, the industry’s core model relies on rapid trends and turnarounds. This is bad because it not only encourages waste, but pushes brands to produce more. Without changes in how consumers behave or within corporations’ responsibilities, the future of the environment is at risk. The fast fashion industry and consumers alike must consider the long-term effects of consumption habits on the planet, wildlife, and people.

The conversation surrounding sustainable fashion is gaining momentum, and it’s crucial to stay informed and proactive. MCC offers many clubs for students to join, like the Environmental Action and Garden Club for students looking to support environmental changes. Visit https://www.mchenry.edu/studentlife/clubtable.html