The fast fashion effect comes into full force around Christmas.
New research has just revealed that British shoppers are predicted to spend £2.4billion on outfits for the holiday party season – many of which will barely ever be worn again.
Once they’ve showed off their festive ensemble, many people will relegate it to the back of the closet, and it will be used fewer than three times in total, with one in five people saying they would not wear the same look twice.
The study was conducted by the environmental charity Hubbub, and included 3,008 participants, as well as an analysis of fabrics used among 17 online, high street and designer outlets.
It was found that out of 169 party dresses, 94% are partially or completely made from plastic and plastic-derived materials.
Interestingly, only 24% of participants were aware of the amount of plastic used in the partywear.
Each shopper is set to shell out £73.90 on average for clothes during the holiday period, but the amount differs by gender.
Men are more likely to spend a few extra pounds at £88.14 per person, while women spend slightly less than the average, at £63.12.
The findings are aimed to highlight the alarming impact that fast fashion has on the environment.
It follows additional research from earlier this month, which showed that Brits are poised to buy 12million new Christmas jumpers this year, 95% of which are made partially or completely from plastic.
The fashion industry is the second greatest polluter of local freshwater, and is responsible for 10% of the carbon footprint worldwide, according to a United Nations report.
‘Vintage and pre-loved clothing has never been so on trend and it’s only going to get bigger as people realise the massive environmental impact of the fashion industry,’ said Sarah Divall, project co-ordinator at Hubbub.
‘Going green doesn’t mean you can’t dress up.
‘There are so many eco-friendly options out there now, including clothes swaps, renting, pre-loved and charity stores, so you can look good and save money without damaging the planet.’
Some brands are attempting to counteract the fast fashion trend, such as H&M, Urban Outfitters and Anthropologie, who have launched initiatives to reduce fashion waste by allowing shoppers to rent clothing.
Many people are also opting for sustainability by buying second-hand clothing or swapping with friends, which is a good alternative if you want to avoid spending lots of cash on something you’ll probably never use again.
Or why not get creative and perk up clothes that you already have?
MORE: Charity urges people to swap Christmas jumpers to reduce impact on the environment
MORE: Mulberry releases its first 100% sustainable leather bag
MORE: H&M to start renting clothes to shoppers at its flagship store in Stockholm
