BLOG ONE.
Throughout all of the Better Lives lectures, the one that had the greatest impact and I found most engaging was the lecture on Power by Julia Crew. The lecture looked into power relating to topics of fashion, money, media, consumers and protests and the effects of power of each topic.
As a fashion journalist student, power in media has crossed my mind several times since starting the course in September… in particular the power of social media including the rise of the influencer. Prior the internet, traditional journalists were the gatekeepers of fashion to the public and were the informers of trends and tips. However, nowadays the power lies in the hands of social influencers and anyone can become an influencer. According to the lecture, the influencer economy is worth $1 billion. Influencers are seen as an effective campaign and marketing strategy because of the ads that they post. So, it got me thinking. Are the ads and media that we see ultimately control what we buy? Missguided reported sales increase by 40% every evening Love Island is on, so it shows how effective using ad’s for popular shows really is. Also, there is more pressure to not wear the same thing twice and that “Instagram-able perfect life” which just deteriorates mental health! There is a greater demand for new clothes more than ever before and I do think media does play a huge part towards fast fashion.
Something I particularly like about Better Lives is the focus on sustainability. Currently, we are buying 400% more clothing than 20 years ago and out of the 100 billion garments that are produced annually, 75% end up in landfills or incinerated. Fast Fashion has increased so much and the demand of clothes Is greater than before. Therefore, factories are being pushed for greater quantity of clothing of a faster and cheaper rate. The lecturer also spoke about welfare of workers which I haven’t really heard too much of. These workers are probably working unpaid over-time, being harassed by those in charge and for what? To earn what a CEO of a top fashion brand makes in 4 days but in a lifetime. I found that quote so crazy! However, because of low minimum wages and falling short, these workers are stuck in a cycle of poverty which is really sad, and it did make me think how could I help?
Thinking after the lecture, I came to the realisation that I think consumers are the ones who have the most power, not the ads or social influencers or the large CEO’s. Consumers are driver of trends and if we didn’t want to spend money on something and/or protested, then chances are the business will stop selling it. After the lecture I looked into some of the organisations including “Love Not Landfill” and began making conscious efforts of shopping more sustainable through thrift shops, Depop or just repairing/revamping what I’ve already got. I’m looking forward to starting the Better Lives classes.
28th April 2020 @ 4:59 pm
I chose your blog to focus on because I too was fascinated by Julia Crew’s ‘Power’ lecture and wanted to see if we had similar responses to what she said.
I completely agree with where you mentioned the rise of the social media ‘influencers’ having huge power over the fashion industry these days, and the possibility of anyone being able to become a said ‘influencer’ despite the fact that they may not necessarily have good intentions. Where you stated that Missguided sales increased by 40% during Love Island airtime, it came to me that only big brands can afford to be sponsors of these television programmes, touching on the idea that the fast fashion industry really is just making the rich richer. It certainly proves your idea of how big a part media plays on fast fashion, which I totally agree with, and how trends need to be changed before consumers will comply. The 2020 Oscars is an extremely relevant topic here as attendees were encouraged to be sustainable and re-wear clothes (which would have set new trends), but not everyone followed, so would be great for you to look into detail based on your ideas of power and the media.
Following on from your strong first paragraph, I find the second to build and strengthen your ideas even more which is excellent. I especially like how you considered the health and well-being of those in the factories behind the scenes of the fast fashion industry and suggested how it is only the top people who actually gain the profit from it. I can’t believe a CEO of a top fashion brand makes in 4 days what a factory worker makes in their lifetime! I found where you state that the workers are “stuck in a cycle of poverty” such a strong comment, making me reflect on how lucky we are to be consumers as oppose to being physically harassed by people in charge.
Finally, your last paragraph clearly reflects on all your ideas and makes a great ending to the blog post. I agree that if we, as consumers, stop buying from unsustainable brands then the companies will have no choice but to change their ways, however these companies still have just as much social responsibility as everyone else and need to use it. Urban Outfitters ‘Urban Renewal’ collection is a great example to look into, as they have combined fast fashion with the opportunity of sustainability, meaning the consumer doesn’t have to dramatically change their habits and neither does the brand.
Overall, I really enjoyed this blog post and loved how you linked it back to your habits and how you are planning to change them, showing how you have really benefitted from the Better Lives unit.