Buy To Last: Choose Timeless Over Trendy

Fashion month is upon us and soon new trends will be announced by experts from websites, magazines, and social media. As the models parade down the runways wearing the new season's creations, it may be decreed that your favourite jeans are no longer "in", that you need to replace those colours in your wardrobe, and that if you're not wearing this particular brand this season, you're missing out. But how is the trend cycle affecting the environment – as well as our mental well-being?

By Sascha Camilli: writer, speaker, activist, and vegan fashion expert. 

First of all, let's explore why we even have fashion trends. The answer goes deeper than just appearances. The human need for belonging is tied to survival: in ancient times, you were protected by the community you belonged to. You relied on your community for mutual assistance and belonging could mean the difference between life and death. For this reason, it is ingrained in us to want to fit in, and fashion is one way to show that we belong. In today's internet-led world, that is often communicated as social proof: when we see a celebrity wear a garment or a prominent brand feature something, we want in on it. Case in point: who would ever have wanted a Labubu if K-pop star Lisa from Blackpink was never seen with hers?

But while we are anxiously dressing to fit in, we are damaging the planet. We are so used to viewing our wardrobes as something to be "updated" or "overhauled" every season that we almost see it as a necessity to make new purchases every six months - and sometimes more frequently, considering that the average luxury brand now releases 5-6 collections per year and fast fashion labels can release weekly drops, meaning that new items are in store up to 52 times per year. This compared to, say, the 1950s, when a fashion label put out two collections per year at most. As a result of this sped-up fashion system, more clothes are discarded than ever: it is estimated that 92 million tonnes of textiles are  wasted every year. When they end up in landfill, unwanted clothes emit greenhouse gases and pollute the soil, which damages natural habitats and puts nearby communities at risk.

While fashion trends are seductive, the novelty wears off pretty fast: research from Oxfam found that the thrill of a new item disappears after approximately four wears. Turns out, the buzz of retail therapy is short-lived, often prompting us to chase yet another dopamine hit by shopping for even more new items that will end up in landfill. It's a vicious circle fed by social media, Fashion Weeks, and the constant onslaught of new items available in stores. While it might be wishful thinking to expect mainstream brands to move away from trends, consumers can do their part by shopping mindfully and buying to last. Choosing clothes that will stay in your wardrobe for years will minimise the amount of items that are sent to landfill and help slow down our fashion system.

Writer and slow-fashion advocate Meg Pirie says: "Don't follow trends, as these will fade! Clothes that fit properly are my number-one recommendation. The most important thing to start with is truly dressing for your size - ignore the number on the tag and pick items that work for you and your body. Once you have this foundation, you can elevate your style with simple accessories: a vintage scarf, a chic coat, bag, or a gorgeous pair of heels. Invest in these items as they are timeless." Take the expert's advice and shop our trend-proof investment piece edit here.

As Fashion Month begins, enjoy the fashion cavalcade taking over the runways. Take notes on how you can use what you see to inform and inspire your style. But when standing in the fitting room or about to click "buy", ask yourself how these items will add to your life and wardrobe - and how long they will stay there. Because trends come and go, but style must be a thing that lasts, both for our own and our planet's sake.

By Sascha Camilli

About Sascha

Sascha Camilli is a vegan fashion writer, speaker and activist. Her book Vegan Style is out now on Murdoch Books. For more about Sascha, you can read our interview with her or read her newsletter Kind Of Wild. You can also follow her on Instagram.

Cover image by Albaray. Remaining images by Albaray and Baukjen.

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