Nudging people away from fast fashion Is social media putting pressure on our wardrobes? We asked 18-25 year olds whether they would wear the same thing twice if it had already been tagged on social media. 1 in 6 said they wouldn’t. We took to the streets interviewing young people about their fashion choices. Most knew they had too many clothes but still felt compelled to buy those one or two extra things to make their wardrobe complete. Watch the video below: For three years Hubbub has been exploring how to change our addiction to fast fashion. It has been our biggest challenge. Most of the large retailers are hooked on ever shorter fashion seasons. Clothes featured on the catwalk are soon available on the High Street putting pressure on people to buy more to stay on trend. With no obvious alternative business model available to mainstream retailers, Hubbub has explored how we can nudge people away from fast fashion. Here are some of the things we have tried. Bright Friday We want to create an antidote to the sale frenzy of Black Friday. Our research has discovered that two-thirds of people don’t enjoy taking part in Black Friday and half feel uncomfortable with the whole idea. The pressure to take part is highest on the under-35s with half of them saying Black Friday encouraged them to buy things they didn’t need. 45% spent money they couldn’t afford whilst seven out of ten bought sale items they’ve never used. Bright Friday has sought to present a different way to stay fashionable. We have worked with students helping them to swap and restyle clothing. A large cube has visually shown how much clothing we throw away and why an alternative way to stay on trend is needed. Stylish alternatives Through our vlogging channel, we show how easy it is to pick up fashionable clothing at bargain prices through shopping at vintage or charity stores. Our simple tips for adjusting clothing or styling them to meet personal preferences show an alternative way of looking good on a budget Faux Fashion We have sought to shine a light on how the fashion industry plays on insecurities to sell more. Our Faux magazine used content from young people taking a satirical look at some of the industry claims that you can buy your way to happiness. #SewSpooky Our love for getting dressed up for seasonal celebrations is growing. Just over half of UK households have at least one person who dresses up for Halloween, rising to 70% for student households and 79% for families with children. Last year 14 million Halloween costumes were thrown in the bin. The #SewSpooky campaign sought to address this problem by encouraging people to swap, make and reuse Halloween costumes. The project featured large-scale costume swaps and sewing workshops in venues around north London as well as a national press and social media campaign. We realise that these campaigns are only chipping away at the edges of mainstream culture and that considerably more needs to be done to encourage people to make more sustainable fashion choices. What we do hope is that we can provoke conversations and demonstrate that you can look good without trashing your bank account or the planet.