How Insta-influencers are helping sustainable fashion

When we talk about fashion, some of us quickly link it with fashion influencers on social media platforms. Instagram is leading the new influencer marketing scheme with half a million influencers in this network.

The majority of fashion houses and online-only clothing brands chose this type of marketing since us as users are tempted to follow companies and influencers based on new trends, discovering new outfits and the artsy images with an eye-catching coat we quickly search for.

Eventually it becomes the tool we use when making fashion decisions since seeing influencers in ordinary locations as ordinary people, allow us to connect with them easily.

Scrolling through the thousands of profiles, only some promote an eco-friendly and sustainable lifestyle and fashion. By explaining the benefits of choosing recycled material clothing in their posts, doing Q&A’s for their followers or simply advising to shop second-hand.

Instagram feed showing influencers and clothing companies posts on one of the latest tabs "shop" in which users can click directly to the links of the specific items.
Photograph by Monica Pluas

Sustainable fashion is a challenge for many fashion brands. Many companies are well known for their chic, leather, and affordable products suitable for our pockets, making it almost impossible for some to choose a cleaner path.

In 2019 some companies aimed to have a positive impact on the environment. As the luxury fashion house, The Prada Group, became the first one to sign a deal to sustainability as well as signing a new policy to go fur-free.

"The Prada Group is committed to innovation and social responsibility."

Miuccia Prada, the head designer of Prada said in an official press release that “focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products”. As a few other companies as Adidas and Reebok choose to use recycled materials to include in their designs.

Prada Logo under magnifying glass. Photograph by Marco Verch 

Eco-influencers and sustainability influencers are trying harder to support the fashion industry and influence their followers to choose wisely.

How can they influence their followers and other users? How can we make more sustainable decisions in fashion and our lifestyle? Why should we start to think about a sustainable lifestyle?

“We all have to learn not to over-consume and take care of our garments," says Monika Poppy, a sustainability influencer on Instagram with 12.7k followers talked about her suitability journey. “I had friends and family asking me what the word sustainable meant, which is crazy to think that this was only 5-6 years ago, So I started writing down tips on how to make sustainable swaps and here we are today”

"One of the best vintage/second hand shopping tips is to keep alteration in mind. I bought this Dior even though it was 5 sizes too big for me with the intention of altering it."

Monika Poppy, posing with a vintage/second hand Dior blazer which she shared in her instagram page. Photograph provided by Monika Poppy

Instagram shows us a whole different side of companies as Zara, ASOS, H&M and many more. Every day they work with more influencers and we tend to look for recommendations and inspirations beforehand, making it easier to drive us to their page.

We’ve seen these have launched many campaigns promoting their new lines of sustainability on their profile as well as influencers’.

Why is it that these works when attracting customers? “We tend to forget that one of the core reasons of why people shop at these brands is because of its availability, price and size inclusivity so it’s nice that people can now choose a more sustainable option amongst that. I think from there and education on the materials in these sustainable mini collections will awaken drive to choose more sustainably” says Poppy.

The best approach an influencer could take whether is recommending eco-friendly products, fashion tips or a lifestyle, is to stay true to their followers said, Poppy. She started writing reviews as a blogger while studying Sustainable development and eventually started sharing her recommendations on Instagram.

A motivation that keeps eco-influencers sharing content is teaching people what a realistic sustainable lifestyle looks like. “People telling me that I have taught them something new or that they love a product I have recommended,” says Poppy.

"I have several clothing pieces from H&M from the 90s that my mum gave me and they are in great condition and I still wear them."

Monika Poppy, sustainability advocate since 2015. Photograph provided by Monika Poppy

Poppy shared her best tips to have a balanced wardrobe “I always say mix new and old, so try to have at least one item that’s bought second hand or vintage and the rest new even if that’s sustainable/slow fashion brands. Also, never go looking for a specific item when you’re going vintage shopping in physical stores however if you want something specific and have time to wait for it then search places like Depop and eBay. "Eventually, we will be choosing more sustainable products, and as a start, we can always recycle our clothes, donate them and reuse materials."

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