Anti-Excess Consumerism: As a pandemic recession looms, people are thinking twice before buying
As a pandemic recession looms, people are thinking twice before buying, and considering the long-term impact of their money on society and on the planet. In the high-fashion world, where excess was once a badge of honor, designers are now reeling from cancelled orders, shows and collections. Anti-excess trends such as recycling clothing are likely to accelerate, and brands are already anticipating this. In late April 2020, Abercrombie & Fitch and Reebok become the latest brands to partner with clothing resale website ThredUp. Customers can now sell unwanted high-quality clothing via ThredUp and also earn Reebok loyalty points or Abercrombie gift certificates.
Jacqueline Rabot, one of the designers behind the upcycled, Los Angeles-based ready-to-wear label Rabôt, told Vogue: “Consumers seem to be stripping down the non-essentials and focusing on what they truly value.” The way some governments have framed the move to lockdown as health versus economy—as if one has to be sacrificed for the other—has left many questioning the very basis of our consumer-driven economy. Weeks in lockdown have only strengthened that introspection, and a yearning for less frequent, more mindful consumption.
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