There are enough garments in the world to dress the next six generations. Yet the number of clothes being produced in the global north is soaring and poisoning poorer countries This is how the conversation always goes whenever my 12-year-old daughter, Evie, asks me to buy fast fashion for her. Please, please, please can I have this, shell say (its usually from Shein). Sorry but no, Ill reply Im sure we can find an alternative on Vinted. One person buying something new wont make any difference, she argues. And besides, its so cheap! There is sulking (her), tutting (me), and dissatisfaction all round. As a fashion writer focused on sustainability (or lack thereof), my daughters pestering grates, yet I sympathise what tween doesnt want to fit in? Meanwhile, my role-modelling of wearing the same old clothes to death probably has the opposite effect on her. And its complicated: as a freelance journalist, newspaper editors often reply to my pitches with: Sorry readers arent interested in sustainability. To pay the bills, Ive definitely played a part in propagating trends and fuelling the , to borrow from The Devil Wears Prada.
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