hashtags showing that fast mode is alive and kicking

Often singled out for having harmful effects on the environment, fast fashion has tried to reduce its impact with many initiatives involving capsules with more sustainable production. Is it a genuine commitment to a cause or greenwashing? Everyone has their own opinion on the matter, but one thing seems certain, Gen Z won’t give up on this one-time-described fashion, as evidenced by one of the latest trending hashtags on TikTok: #BamaRush.

Times are tough for many in fast fashion, where the production lines of some brands are blurry and the environmental impact is raising questions and sparking criticism around the world. And it seems not much has changed despite the launch of various initiatives aimed at reversing the trend, or at least reducing the negative effects of the production process. More sustainable materials, recycled, local manufacturing… do they have any real effect? Disposable or ephemeral fashion, depending on the situation, continues to attract the ire of some consumers, and even more from activists.

The latest was none other than Greta Thunberg who, in Scandinavian Vogue, said “Many have made it seem as if the fashion industry is starting to take responsibility, spending fantasy amounts on campaigns that describe themselves as ‘sustainable,’ ‘ethical,’ ‘green,’ ‘ climate neutral’ or ‘fair.’ But let’s be clear: It’s almost never anything but pure greenwash.” There is no ambivalence. And if we look at the numbers and surveys on ethical fashion, secondhand fashion, or sustainable fashion, which show since the start of the pandemic that consumers are increasingly concerned about the impact of the industry on the environment, we can easily come to the conclusion that fast fashion is in its last moments. But all that without taking into account a particular generation, Gen Z, which is far more complex than it seems.

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Designer + fast mode, new mix and match?

“This generation is so complex and difficult to read that brands are simultaneously fascinated by it and seeking information to understand it.” Eric Briones , co-founder of the Paris School of Luxury and author of the book “Le choc Z” (The Z Shock) told us in March. “They require brands to be blameless on ecological issues, but when it comes to how they use fashion – fast fashion is still part of it.” This is confirmed by the latest figures presented by Kolsquare, which show that the fast fashion giant dominates discussions on social networks.

And the success of the #BamaRush hashtag doesn’t prove otherwise. The University of Alabama’s student recruitment week was indeed a huge hit on TikTok this year, with the hashtags #BamaRush (380 million views) and #AlabamaRush (75 million views), appearing in short videos of students explaining why they wanted to join or such sorority. And in the middle of this speech, we find all of today’s outfits — yes, there are a lot of them — featured by sorority girls, who proudly list the brands associated with each outfit or accessory. The information we found this time with the hashtags #BamaRushootd or #Rushootd (for Outfit of the day) — yes, you should follow them.

And, surprise, surprise, fast fashion comes with brands like Shein, very popular in many posted videos, as well as The Pants Store, Amazon, Princess Polly, and Pretty Little Thing. But be careful, this isn’t just a one-off ode, as students play a mix-and-match game by fusing fashion brands and fast-paced designers, including LoveShackFancy, Michael Kors, and Kendra Scott, who, by the way, also benefit from the view.

While many might say that these thousands of videos alone cannot define the future of fashion, they show a generation juggling brands from diverse backgrounds. For ethical fashion, we may have to wait for the “rush” of the future and a generation that will not give up, regardless of commitment, to more accessible and smarter fashion. But again, hard to predict.

Christelle Pellissier