Fast Fashion and our Mental Health

Most of us are somewhat aware of the damaging effect of fast fashion on the environment. But what about its effect on our own lives and happiness? Mental health and fast fashion is a mostly untouched topic, but this Mental Health Awareness Week it’s time to consider the harmful nature of the fashion industry on our minds and happiness.

Buying new clothes is sold to us as a way to access happiness; we simply need to buy that new jacket or pair of shoes to achieve a better, and thus happier, version of ourselves. The concept of ‘retail therapy’ even sells us the misguided idea that shopping can be a solution to negative emotions such as anxiety or boredom. However, the happiness we gain from shopping is short-lived and soon we are back to the stores seeking the next dopamine rush.

Sadly, the fashion industry thrives on this cycle and promotes it through the constant turnover of new clothes and trends. There is always some new craze for us to buy and, worse, we are made to always feel a little bit behind the current ‘style’. As social animals, humans have a strong urge to fit in and wearing the ‘right’ clothes can be part of this.

This need to fit in does not just stop at fashion, but extends to consumption generally. The clothes we wear, furniture we put into our house, and gadgets we use all contribute to our sense of identity in a society which is deeply concerned with consumerism and money. However, studies have shown that materialistic values are also linked to decreased happiness, social cooperation and life satisfaction.

Eco Anxiety

At the same time, increased environmental awareness has brought about the rise of ‘eco anxiety’; “a chronic fear of environmental doom”. We’re living in a world where we are constantly compelled to buy more and more, and this is layered on with feelings of guilt and anxiety about the environmental situation. There is little wonder that the UK and many other parts of the world are facing a mental health crisis.

So, what can we do? The first step is to try and be non-judgemental - to yourself and others. Don’t beat yourself up for getting caught up in the fast fashion cycle; in fact, it’s hard not to when the world is engineered to make us want more stuff. However, simply by becoming more aware of this system can you shift your attitude; understanding that your identity is not entwined with what you own or how well you are keeping up with current trends.

Second is to practice gratitude, something we hear time and time again but, when it comes to fast fashion, really works. Research from Rice University found that participants who were asked to think about a product they already owned were less likely to desire a new product, to buy impulsively and to pay for new items. Thus, by appreciating the clothes you already own, you might be less tempted to fall into the traps of fast fashion marketing. So open up that wardrobe and admire the colours, textures and shapes that make up your funky self.

When it comes to eco-anxiety, remember that you are only one human and doing your bit is more than enough. Do what you can and remember that there is a lot of hope out there as governments and scientists are slowly waking up to the urgency of the climate crisis. Above everything else, take care of your own mental health; we cannot save the planet if we aren’t looking after ourselves first. Do the things which make you feel calm and happy, and avoid the activities which don’t - even if that means saying no. After a tough year, many peoples’ mental health is fragile and in need of some serious TLC. Look after others, look after your corner of the planet but, most of all, look after yourself.