The notion of shame in this collection, therefore, comes from the designer and manufacturer an admirable response to creating low-quality goods in a world that has completely normalised the lack of durability in the fashion industry. Yes, if you are out in public and you have a wardrobe malfunction you feel vulnerable and exposed, but I’m not sure that you as the customer necessarily feel ashamed? Embarrassed maybe, but not shame. The show also explored the themes of shame and vulnerability, and this is an interesting concept when it comes to clothes. This has created a generational attitude that clothing does not need to last longer than one night. People would rather never wear an item again than allow Instagram to see it on them twice. Viewers are growing up thinking that buying a new outfit for every night out and only wearing it once is completely normal and sustainable. Influencers promote an unrealistic level of consumerism, that has now become normalised. People become so obsessed with having every trendy item, excessive fast fashion hauls online promote an attitude of quantity over quality, all in an attempt to keep up appearances. A post shared by AVAVAV you might be wondering what this all has to do with fast fashion? Well, it is this superficial projection of wealth that fuels the fast fashion industry.
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