Media & Fashion: How Social Media Shapes Sustainable Style

Social media is one of the most powerful forces shaping fashion today. Platforms like Instagram, TikTok, and YouTube not only spread trends but also raise awareness about sustainability. Campaigns such as #WhoMadeMyClothes and #LovedClothesLast have inspired consumers to question where their clothes come from and to support ethical brands.

Research shows that Gen Y and Gen Z rely heavily on social media for fashion inspiration and advice. Influencers play a key role, not only encouraging purchases but also driving deinfluencing movements that promote mindful consumption and second-hand shopping.

While social media can accelerate fast-fashion cycles, it also creates opportunities for education and change. Brands, communities, and NGOs can use these platforms to encourage reusing, repairing, and valuing clothes longer turning fashion into a tool for sustainability rather than overconsumption.

Source: Adapted from Exploring the Influence of Social Media on Sustainable Fashion Consumption: A Systematic Literature Review and Future Research Agenda (2023).