By Jeremy Glass
Everybody has that one friend that refuses to give in to the latest fashion trends — and if you don’t, chances are you are that friend. It can happen in big ways or in small ways like refusing to shop at fast fashion powerhouses like H&M and Forever 21, or calling out and ignoring current trends for what they are: quick glimpses of someone else’s life touted from “influencers” like Kylie Jenner.
But, what if there were more to an anti-trend point of view that actually does some good for those caught up in that great big conveyer belt of fabric that is high fashion? It’s possible.
In today’s media-saturated world, celebrities are influencing people a lot more with a lot less effort with nothing more than a photo and semi-natural pose. Gone are the days where we looked at magazines like GQ or Esquire for the newest style tips, now all we have to do is open up Instagram or Snapchat and buy a $1,000 pair of shoes that look like they were dug out of a garbage can. We have actors, models, and “influencers” telling their audience that what they’re wearing is “in,” thus making that particular pair of shoes or pants a hot item.
However, influencers are doing more than just, and often sneakily, hawking brands. By cutting out past tastemakers from the equation, celebrities can now take a direct-to-consumer approach, positioning themselves as both the trend maker and trend perpetuator. The downside is they’re bypassing that crucial step that helps discern which trend actually deserves attention.
You’ve got Kylie Jenner’s cosmetics, Beyonce’s Ivy Park, and Yeezy. Despite the fact that the transparence of our beloved celebrities’ irreverence towards the product is palpable, the power of their influence works. In fact, a recent study concluded that 92 percent of people look to other sources or people they know for consumer advice. You look to your friends, they look to their friends, and those friends look to people like Scott fucking Disick.
How can we put a stop to this? The answer may be in the anti-trend, according to Dr. Rachel Lifter, an Assistant Professor of Fashion Studies at Parsons School of Design and review editor for The International Journal of Fashion Studies. Lifter begins by commenting on the issue at hand and saying there’s far more that meets the eye to your purchases.
“What were the working conditions like for the people making a garment? Were these workers compensated fairly for their labor? What natural resources were used (up) in the process of making the garment? What is the carbon footprint of the garment? And — something that consumers have the most control over — how is the garment disposed of once it goes out of style?”
For Dr. Lifter, the issue of unsafe working conditions and fashion obsolescence is far from a new topic. Does that mean that vehement anti-trenders are right to give their friends hell when they come home with a bag full of Sri Lankan-made pants from H&M? The New York Times praised the act of choosy purchasing and buying American as an easy way to “reduce our trade deficit, support a higher tax base and achieve greater economic growth.” If it sounds harder than it should be, consider Dr. Lifter’s words of wisdom for shopping smart:
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