Why does Fast Fashion feel so good... and so bad?

By Solene Schirrer

‍Even when we know the environmental and ethical cost, it can be really hard to "quit".

That’s because Fast Fashion isn’t just about clothes. It taps into psychological and social mechanisms that shape all consumption: desire, identity, validation, even joy.

But once we understand how these forces work and how they’re being used on us, we can begin to step back, reflect, and reclaim our choices.

This article breaks down the inner workings of why we buy, why we regret it, and how sustainable fashion can be an alternative that despite what a lot of people think, isn’t about restriction.

CLICK HERE to read the full article