Words by George Desaix
“How do we compete with the constant barrage of new trends and products that invade our feeds (and our brains)?”
Five years ago, I deleted all my social media accounts. Why? Up until 2017, I spent every free moment double tapping through my feed and posting photos to Instagram. It was like a full-time job and it was exhausting. Eventually, I couldn’t take it anymore and what was meant to be a month-long break turned into a permanent delete and reset.
While experiencing the benefits of unplugging — better mental health, increased productivity, less fatigue — what surprised me most was how it completely changed my relationship with fast fashion.
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A few months after my initial delete and reset, I became hyper-conscious of my consumption habits. I learned the importance of sustainability, began to embrace slow fashion, and eventually started shopping second-hand entirely. How did simply deleting a few apps from my phone transform me from a self-proclaimed fast fashion addict into a conscious consumer?
Shakayla Forbes Bell, a New York-based fashion psychologist, believes this is because we’ve become less influenced by the feeds filled with fashion-related content and customized ads promoting new trends, which she says have played a key role in keeping fast fashion viable.
Founder of “Fashion is Psychology” and author of “Big Dress Energy,” Shakayla teaches consumers how to change their habits and reframe their thought processes to understand the psychology behind their styling and shopping decisions.
“Social media has increased our desire for instant gratification, making fast fashion and trendy items even more appealing,” Shakayla explains.
“By combining curated content feeds with personalized ads, social media users are constantly shown the perfect image to purchase with just a few clicks. This encourages quick, mindless consumption, making it perfect for fast fashion brands.”
It’s no secret that social media has facilitated connections between consumers and products, with many apps moving away from their initial focus on social connections to a more consumer-targeted, ad-based approach.
One look at Instagram’s retail features since their introduction in 2020 shows how the platform has become the equivalent of a mini online shop, tapping into our desire to belong, as Shakayla points out.
“It’s appealing to be part of the current cultural zeitgeist… Research also shows that fast fashion consumers are heavily influenced by opinions (both positive and negative) from members of their social media communities,” says Shakayla.
Many companies target teenagers with their social media marketing, and Shakayla says they are the most susceptible demographic. “The frontal and prefrontal cortex are areas of the brain involved in careful decision-making,” she explains. “Research shows that adolescent brains don’t have access to these areas as quickly as fully formed adult brains, which is why they are more likely to act impulsively and jump into situations.”[ing] About fast fashion trends.”
But it’s not all doom and gloom: in the same way that fast fashion brands use social media to promote their products, Shakaila says these platforms “can be used by the sustainable fashion industry to encourage change in consumption habits,” encouraging things like repair, re-wear and second-hand shopping.
But with the predicted growth of social commerce, how do we combat the constant barrage of new trends and products that invade our feeds (and brains)? Shakayla advises the “4, 3, 2, 1 rule,” which aims to train your brain to only buy clothes you know you’ll wear.
The first step is “four years from now.” “Before you even consider buying something because of social media, ask yourself if you’ll still be wearing it in four years’ time. Picture yourself in that outfit in the future and avoid impulse purchases,” says Shakayla.
Next is “three outfits or occasions”: If you can’t imagine wearing the garment on at least three different occasions or with three different outfits, “the garment probably doesn’t offer the durability you’re looking for.”
Next, take two deep breaths: “Perhaps the most important step is to take two deep breaths before making a purchasing decision, as this directly counters the dopamine surge that paralyzes the areas of the brain responsible for decision-making,” Shakayla says.
And finally, sleep on it. Put your phone away and enjoy a good night’s rest. If you’re still thinking about that item in the morning, that’s a good sign you made a good purchase. Who could argue with that?
This article was first published on December 14, 2022.
Find out more about how to be a conscious fashion consumer here.
