The Rise of #UnderconsumptionCore: Embracing Sustainability and Mindful Shopping
From Vinted's "Too Many" Campaign
In the age of fast fashion and consumer overload, a new trend is making waves on TikTok, captivating Gen Z and reshaping our approach to fashion. #Underconsumptioncore, as highlighted in a recent WWD article, isn't just a hashtag; it's a movement that blends sustainability with mindful consumption, challenging us to rethink our shopping habits. This post explores the powerful message behind this trend and how it aligns with my mission of promoting sustainable and intentional living.
The Spark of #UnderconsumptionCore: The term "underconsumption" might sound like it's about having less than you need, but it's really about having just enough. This trend encourages us to think about the real value of what we buy, pushing back against the impulse buys and the clutter they create. It's about finding the true worth in fewer, better things—be it through cost-per-wear calculations, repurposing old items, or opting out of unnecessary purchases.
Why It Matters: Young consumers are increasingly vocal about their concerns with the environmental and ethical implications of their purchases. This shift is seen in how they choose to spend their money—preferring quality over quantity, secondhand over new, and transparency over obscurity. This mindfulness is a critical step towards more sustainable living, affecting not just individual choices but also influencing broader market trends.
Aligning With My Mission: My commitment to sustainability goes beyond curating stylish outfits—it's about making fashion choices that respect the planet and our place on it. The rise of #underconsumptioncore resonates deeply with my philosophy. It's about making fashion both sustainable and accessible, championing brands that are transparent about their production processes and fair in their pricing. I will continue to do the research for us on this. And I am making a vow to myself, and you, that I will do my best to buy only from these brands for the remainder of 2024 - let’s see if we can do it!
Photo: Ina Levy
How to Embrace Mindful Shopping:
Quality Over Quantity: I am a broken record on this one… Invest in well-made pieces that will last longer, rather than filling your wardrobe with items that quickly go out of style or wear out.
Know Your Brands: Support brands that are transparent about their manufacturing processes and fair in their labor practices. The information is just a click away!
Think Before You Buy: Ask yourself if each new item is something you truly need, or if it's just an impulse buy. Maybe instead of making a purchase, you could do one act of kindness or service for someone else.
Repair and Repurpose: Give your old clothes new life with a little creativity and alteration.
Shop Secondhand: Embrace thrifting as a way to find unique pieces without contributing to the demand for new resources. There is so much inspiration that comes from these old treasures.
Vogue Business: The “Girls Just Wanna Grow Plants” campaign is aimed at young women who feel the constant pressure to keep up with new trends or look Instagram-ready all the time, and offer an alternative that's better for the planet and also more supportive of mental health.
Photo: Ina Levy
#Underconsumptioncore is more than a fleeting trend; it's a lifestyle choice that offers a path to a more thoughtful and sustainable way of living. By adopting these practices, we not only elevate our own style but also contribute to a healthier planet.
Ready to transform your approach to fashion? Join me in embracing a wardrobe that celebrates quality, sustainability, and personal style. If you're looking for guidance on how to start, let's connect—I'm here to help you make choices that feel good and do good.
For further insights into the #underconsumptioncore movement and to see how it's evolving, check out the full article on WWD here.
