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The world moves quickly, “going viral” can take seconds, and that satisfying Zara haul can last mere weeks in terms of what is considered on trend. Trends are now quickly reaching a point of overexposure, in reaction to this seems to a culture of individualism and expression seems to be emerging.
Social media is the key factor in fast fashion and trends whipping around the globe. This trend accessibility, while touting obvious pros, inevitably increases the speed of the fashion cycle. The trend and fashion cycle will forever continue to spin because our need to feel a sense of belonging is so deeply primal and hard wired within us. Being a part of the fashionable herd in some small way, through what we wear, or the tech we use etc, offers us a sense of belonging in an increasingly online world.
Our daughter has always had a love for all things vintage and an incredible eye for finding treasures in remarkable places. Travelling with Pagan is fascinating and a jaunt through Londons vintage stores with her reveals amazing finds.
Albeit with a little trepidation for the seasoned veterans waiting at the door, Pagan recently set off for one of Londons much anticipated sample sales and this was her experience.
“Last week, I attended the long-awaited Matches Fashion sample sale in central London. As it was my first sample sale, I had little expectations besides the crazy sale scenes from movies such as ‘Confessions of a Shopaholic’. Although, I hoped I wouldn’t have a Hannah Montana incident and battle someone for a pair of shoes.
“Last week, I attended the long-awaited Matches Fashion sample sale in central London. As it was my first sample sale, I had little expectations besides the crazy sale scenes from movies such as ‘Confessions of a Shopaholic’.
After standing in line for an hour, seeing hundreds of women walking out with multiple large bags saying, “I got a £8,000 Fendi dress for £30”; I hoped I would find some special pieces. As I entered, I saw racks upon racks of discounted clothes and women furiously picking and choosing clothes. Everyone was a detective searching for the best find…the best discounted piece.
I was amazed at the amount of clothes some women were holding. One woman had a 2-meter rack full of evening and ready-to-wear clothes that she decided to buy (excluding the shoes, handbags and accessories). There was another woman who brought her young son in a pram and piled the clothes high on top of it. She was obviously an expert at this, and probably went to these sales regularly as her son was extremely well behaved. Other women were hawks clutching their prized possessions and barked, “This is someone’s” if you dared to look at the clothes. Some women were rampaging the racks or quickly stripping down, trying on and discarding or hiding items to ‘keep them safe’ from the lurchers who nipped clothes whilst the person was preoccupied.
I was bewildered by all the commotion.
Some could argue that there is a real art or science to sample sale shopping. However, I couldn’t help but notice the horrific flip side of the coin to mass shopping: the environmental impact. For “the most sustainable garment is the one already in your wardrobe” (Orsola de Castro).
It has become well known that fast fashion is extremely detrimental and has a huge negative impact on our environment. Not only during the production, dying and shipping of vast amounts of clothes, but the large majority (especially the youth) often throw away clothes after a few wears; resulting in wasteful landfills of polyester and plastic. Although I was privy to the sample sale and bought a few pieces for my new summer wardrobe, I hope
I will wear them more than 3 times before I decide to throw them away due to changing fashion trends or boredom.
Plus, “fast fashion isn’t free. Someone somewhere is paying for it” (Lucy Siegle). Often accompanied with popular cheap brands is child labour, dangerous working conditions and unfair wages – atrocities that are against our fundamental human rights.
Plus, “fast fashion isn’t free. Someone somewhere is paying for it” (Lucy Siegle). Often accompanied with popular cheap brands is child labour, dangerous working conditions and unfair wages – atrocities that are against our fundamental human rights.
As a teenager, I love shopping. I enjoy exploring my style and new trends. I love the feeling of buying a new outfit, wearing it, showing off and looking incredible! But I think we should be wiser in our shopping habits. Whether at a movie-like sample sale, a high street fast fashion store or a local boutique. “Buy less. Choose well. Make it last” (Vivienne Westwood).”
Pagans view on the world is always taken into account at Reed HQ, her sensitivity is greatly valued and we are so proud to be preserving skills passed down through many Reed generations and crafting fine linens that are the opposite of fast fashion. Our linens are made to last, to launder well and to see you though many seasons of your life.
The cumulative effect of all of us making more sustainable choices where we can must not be under estimated. We are able to make a difference and our choices do matter.
While it does seem that some London women are pros at clearing out sample sales, perhaps we should all be more focused on being pros at kind shopping, generous swapping and mindful consumption.
We love using Chicmi as a guide to sustainable, female-led and diverse fashion through exclusive sample sales. Support local designers and thrift.
Article inspired by and co written by | Pagan Reed
