Where Do We Come From? What Are We? Where Are We Going?

By Deputy Fashion Editor Sinead Sheridan

Deputy Fashion Editor Sinead Sheridan discusses the influence of the vendor in the fashion and shopping habits of modern consumers. 

Is free will a myth? This question has been widely debated in philosophy from Baruch Spinoza believing that it is indeed a myth, which was incredibly controversial at the time to Thomas Hobbes thinking that no external source affects our decision-making skills. From my own belief, It is impossible for a decision to not be pre-determined by external factors. Especially between the consumer and vendor. This relationship puts the consumer on a pedestal as they are showered with a fantasy that will be achieved by buying their product. The pressure of losing out on this fantasy shifts the dynamic of the consumer and vendor. The seller is now in control, thus easily persuading the consumer to buy, if the vendor does their job correctly. The motivation? The motive is excessive greed, and it is not a new concept. 

During the Reformation, merchants would convince a non-consumer to buy their way into heaven or avoid hell by paying for the merchants' items,a blatant manipulation of the consumer, using fear of hell and eternal damnation to strong arm customers into consuming. An effective strategy by scaring others to turn into consumers successfully worked back then, now the manipulation tactics have adapted to this modern world. You would not recognize the influence and could genuinely believe that the decision you made was purely your own, the fast fashion industry cleverly uses tactics of manipulation to draw the consumer in. Fast fashion companies want to earn your trust, thus creating an array of deals or discounts to compel the customer to consume. This industry that is worth billions of dollars promotes the depiction of cheap good quality clothes is instead promoting unfair labour, landfills and the use of cheap materials it relies on overconsumption to fill its coffers and expand its reach. 

The encouragement of consumption can be seen through influencers or celebrities. These perceived respectable people encourage trending fashion hauls of clothing that are most likely never going to see sunlight, igniting the curiosity of what it feels to be a different person with a different image. Watching these videos repeatedly does not satisfy; engaging in these hauls is the next step. These influencers/celebrities who have an amazing amount of consistent appraisal and an untouchable image have an audience that looks up to them. Confidence is sought after, why can't it be achieved if you just look like someone who is confident? Fake it till you make it. Whatever piece the influencer is promoting, the piece is immediately shrouded in importance, the spotlight is on them (momentarily). The audience may be convinced that this is something that they ‘lack’, manipulating the consumer subconsciously forcing them to tie their happiness with the next item in a haul . 

This subconscious form of manipulation is immeasurable, specifically preying on your deepest insecurities. Although fashion as an art form is supposed to evoke inspiration and intense emotions like any art piece. This can be ignored by the soulless and the greedy. Many examples of ‘art’ are specifically designed to support this claim of exploitation. An insecurity in someone may influence their need to seek validation in big brands. Not only do they need to convince themselves, but also others that they are worthy because of these brands. Brands that showcase wealth obnoxiously using bold logos screaming ‘look at me!’. Physical insecurities are dissected, studied and the myth of ‘fixing’ said insecurity is discussed. Garments such as shapewear pridefully show off how confident you will become if you appear thinner. Shapewear is guilty of falsifying sexual liberation; the ‘freedom’ within yourself is deeply rooted in exploitation of self-image and particularly made for the male gaze. Your appearance is everything, but companies will contradict themselves by saying that appearance is meaningless, when a body positivity campaign comes their way. It is the inside that counts. Insecurities come naturally, but the invention of shapewear is premeditated, profiting from women's insecurities. Did women have the freedom to choose or were we forced into the belief that ‘ugliness’ is curable?  

The very nature of modern fast fashion is one that causes much confusion for consumers who may attempt to try one thing but have been coerced unknowingly to like and desire another. This is shown in all forms of fashion and annihilates the world of renewables and anti-consumerism which has also seen its ranks infiltrated in a form of fast fashion and uncontrolled greed and manipualtion.