Is social media-based fashion sustainable?

By N. Lothungbeni Humtsoe

New Delhi, April 20 (IANSlife): Social media has played a crucial role in bringing the world of fashion to your mobile screens. While fashion designers and brands are the creative heads behind styling and creating trends and styles, social media as a platform has become the one stop shop for all things fashion.

Nilesh Parashar and Jagruti Bondre of Nautanky, a luxury contemporary clothing brand, share their views on how social media platforms have impacted the rise of fashion consciousness and why social media fashion is not sustainable.

Excerpts from the interview:

Has social media had an impact on the rise of fashion consciousness?

Nilesh and Jagruti: Yes, it is. On social networks, everyone is monitored, which creates a kind of pressure on an individual or a brand. This has led fashion brands and designers to constantly try to upgrade with seasonal changes, in order to attract more and more customers.

Why do consumers interact with fashion brands via social networks?

Nilesh and Jagruti: I feel like it’s because it’s an easier and faster way to shop. Social media gives them access to all their favorite brands and great deals, and also helps them compare and invest their money in the right product.

Can social networks impact consumer style?

Nilesh and Jagruti: Somehow it affects the style of the consumer, because there is so much content going around all the time. It is bound to influence his personal style. Above all, when it comes to trends, social media becomes a perfect reference board for consumers.

What are the pros and cons of following fashion trends on social media?

Nilesh and Jagruti: Pros: You get to know everything that’s going on and you get to know about the amazing things other people are doing or creating.

Cons: This can sometimes cause you to lose your sense of personal style and you can end up imitating or blindly following trends.

Is social media fashion sustainable?

Nilesh and Jagruti: I don’t think so, because everything is available and accessible at all times. People tend to shop and spend more, which can lead to more waste. With so much competition and brands creating the need to shop, social media can be a barrier to sustainable living.