Challenging the ‘trends culture’

The culture of trend shopping is damaging. Not only does it perpetuate inequalities within society but is extremely detrimental to our planet and those working along supply chains. If COVID-19 has highlighted anything, it is that as consumers we have become more conscious of what we buy, as we are faced with a change in our everyday priorities and lifestyles. Only shopping for essentials has shown us that prioritising needs over wants for the first time in decades is actually not that difficult. However, the fact that it’s taken a global pandemic to highlight this, only shows the importance of this message: trend culture is harmful to people and the planet.