Does Instagram Hold The Answer To Fashion’s Need To Be More Sustainable?

Instagram is changing. It's no longer the promise of endless outfit changes and brand new accessories that is attracting a loyal following, but rather tips on sustainability and how to live in a way that doesn't disregard the planet. This shift has been gradual, but it's certainly one that's having a massive impact on the way people are shopping. From the rise of vintage sellers on Instagram to fashion bloggers dramatically reducing their own levels of consumption in order to help educate others, it seems social media is playing a crucial role in the fight against a disposable culture.

Katherine Ormerod is an author and former fashion editor (of this parish) who has built a large following of over 54,000 people on Instagram, often documenting her style. Recently, she has started to incorporate the topic of sustainability into her posts. 'Really it all started from sheer overwhelm,' she says. 'I’ve been working in fashion for 15 years and at first I grabbed on to every garment which was gifted or discounted because of my job (and a whole lot more from sample sales and general high street binges). I’ve done my very best to educate myself over the past couple of years about the frankly eye watering damage that fashion does on both environmental and ethical levels to the world and since have put as much effort into campaigning for more sustainable attitudes to clothing purchases.'

For Katherine, this shift towards a more sustainable way of shopping has meant that she has embraced the idea of a 'circular economy'. 'At the beginning of the year I pledged to never throw a single piece of fabric away ever again - not a pair of knickers or socks has gone into my bin. I worked with the UN’s anatomy of action during fashion week to promote this kind of behaviour because I truly believe that when you take responsibility for every item of clothing you no longer want, your attitude to buying changes. I now rarely shop because I have to be 100% sure that it’s not going to go into one of my redistribution piles. It has to be forever and that changes the game.'

Similarly, we here at Grazia have pledged to support TK Maxx's Give Up Clothes For Good campaign, which encourages you to donate your pre-loved quality clothes, accessories and homeware to your local T K Maxx store in order to raise money for Cancer Research UK for Children & Young People. Initiatives like this are crucial to developing a truly circular economy, as described by Katherine. But this doesn't mean you should feel like you can't buy anything new at all – it's just about how and why you're buying something. You could look for investment pieces, for example, or explore the wealth of vintage options out there.

Florrie Thomas is a stylist and fashion editor who has recently started selling repurposed vintage dresses via her Instagram profile. 'I actually first started selling vintage clothes when I was 22 and had just left university,' she says. 'A friend and I had a little vintage business together where we bought pieces, washed and mended them and then held pop-ups for 'people that don't normally like vintage'. I've been collecting vintage dresses for a while now meaning to sell them and finally got my act together!'

Florrie is a fan of the 'make do and mend' philosophy, which she sees as key to combating the current climate crisis. 'Of course, as someone working in the fashion industry you do feel it's your 'job' to show people new clothes to buy which makes it even harder sometimes. I guess while I feel the desire to shop as much as the next person, I try on my Instagram not to post 'new stuff' too often and to talk more about my love of vintage and second hand shopping.'

Activist and podcaster Venetia Falconer also suggests that the rental economy will be hugely beneficial. 'Second hand shopping is becoming easier by the day - with thanks to rental website and online thrift stores - but we still need time and money to find said clothes. What I always start by saying, is celebrate what you already own. We can all organise our wardrobes better so we can actually see and WEAR what we have. And from then it’s easier to swap clothes with our friends and family, too.'

And if organising your wardrobe could also mean helping raise money for charity, this seems like a no-brainer. Not only is TK Maxx's campaign helping to encourage this circular economy and avoid clothes being sent to landfill, it has, along with cash donations, raised over £32.5 million for Cancer Research UK’s research into cancers affecting children and young people. If, however, you find yourself staring at a jam-packed wardrobe in need of organising and don't know where to start, Katherine has some words of advice.

'I’m in the process at the moment of trying to whittle everything down to just the very best version of each individual thing. No one needs 25 Breton tops (or as I once counted in my wardrobe, 68 white t-shirts). You need one or two perfect ones. You also have to look after things which means investing in repairs - I’ve paid up to 50% of the full price value of shoes and garments for tailoring and repairs - but better that than double my fashion footprint by buying two pieces.'

SEE: Celebrate 15 Years Of Tk Maxx's Give Up Clothes For Good Campaign