Research: Social media's impact on the fashion industry

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Social media influencers are often seen displaying the new trends and being paid to promote fast fashion brands. Often, reality TV stars eg. Love Island, release collections with online fashion brands like 'PrettyLittleThing' and 'Misspap' weeks after they leave the show. As with all fast fashion products, the items are made quickly and aren't designed to be worn more than once and are sold very cheaply. When they aren't actually promoting a brand, 'influencers' still contribute to the fast fashion industry as the clothes that they wear quickly become trends due to their large platforms.

I have looked on Instagram at the brands that celebrities promote/work with.





I have found that more female celebrities than male celebrities promote fashion brands. I also found that often, these influencers give their followers a discount code, making it even easier for consumers to buy a large amount of clothes extremely cheaply. Even if the posts weren't marked 'ad' (meaning that they were actually working with the brand - getting paid), many celebrities still listed the shops that they had got their outfits from which still encourages people to buy more and also creates trends, contributing further to fast fashion.

This piece of research doesn't have ethical issues as the data I have gathered is in the public domain.







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