Fast fashion is a tempting trap. It offers us cheap, on-trend clothing at lightning speed, easily ordered from our phones and delivered to our doorsteps, feeding our desire for newness at the touch of a button. But, and it’s a big but, behind the appealing price tags lie environmental destruction, exploitative labour conditions, and a cycle of overconsumption that leaves us with wardrobes bursting at the seams but never truly satisfied. I can almost hear Marie Kondo saying “But does it spark joy…?”
According to the UN Environment Programme, the fast fashion industry is the second-biggest consumer of water and is responsible for about 10% of global carbon emissions – more than all international flights and maritime shipping combined.
Fast fashion can be likened to FOMO (Fear of Missing Out). The industry convinces us that we need the latest trend, that if we don’t buy now, we’ll be left behind. But what if we flipped that mindset? What if, instead of FOMO, we embraced JOMO (Joy of Missing Out)? Slow fashion invites us to revel in the joy of thoughtful choices, appreciating quality over quantity, and curating a wardrobe that reflects our values rather than fleeting trends.
Reframing Second-Hand Fashion
Reducing our reliance on fast fashion is a shift in mindset as much as a change in shopping habits. One of the biggest barriers is overcoming the perception of second-hand clothing. Words like “charity shop” and “thrift store” can conjure up mixed feelings – some people think of hidden treasures, while others imagine musty racks of discarded goods. A shift in language and attitude can transform how we approach pre-loved fashion.
Instead of seeing second-hand clothing as “charity” or “cheap,” consider it vintage, curated, unique. The fashion industry itself has long embraced the term “vintage” to elevate older pieces to sought-after status. Apps like Vinted and platforms like Depop have rebranded second-hand shopping into an exciting, treasure-hunting experience, where shoppers can find high-quality items at a fraction of their original cost.
Meanwhile, organisations like Emmaüs, found across France, offer an ethical way to shop, ensuring that your money supports social and environmental initiatives rather than fuelling exploitative supply chains. They even have an online shop now, if getting to one of their stores during their opening times is not feasible for you. Vintage shops such as Montagne Verte in Morzine isn’t just a place for bargains – it’s an opportunity to find pieces with history, personality, and sustainability at their core.
Embracing the Joy of Slow Fashion
Shopping in person allows us to try things on for size, ensuring a better fit and reducing the need for returns. Online shopping often results in multiple sizes being ordered from thousands of miles away, with many items sent back in the post, adding unnecessary carbon emissions to the fast fashion cycle. By choosing to shop locally and second-hand, we minimise our environmental footprint while making more intentional purchases. Trying things on often helps us decide whether a piece truly deserves a place in our wardrobe, whereas adding it to an online basket can feel like a throwaway thought.
When you step away from fast fashion, you give yourself permission to invest in quality. Slow fashion is about choosing timeless, well-made pieces that last, rather than chasing micro-trends that will feel outdated within months. When you buy second-hand, you’re also participating in a circular economy, reducing demand for new production and saving garments from landfill.
Slow fashion is the embodiment of JOMO – the joy of missing out on the frantic chase for the next big thing with the added benefit of knowing that your choices support sustainability rather than waste.
Read my article on FOMO vs. JOMO
How to Make the Shift
- Change your mindset, in the same way as we’re taught how to retrain relationships with food and exercise. Think of second-hand shopping as an adventure. Whether you’re browsing online resale platforms or visiting local shops, approach it with curiosity and creativity.
- Curate, don’t accumulate. Instead of impulse-buying, build a wardrobe of versatile pieces that reflect your style. If building this kind of wardrobe requires a sort out first, see our green ideas page for where to start with your surplus items. Unsure where to start? Look to places like Lookiero for creating mix and match styles for your particular shape and style. Looking for an outfit for a big event? Think of renting rather than buying, with sites such as Une Robe Un Soir
- Support ethical and local. Look out for local charity shops and community initiatives that reinvest in social causes.
- Repair and reimagine. Instead of discarding clothes at the first sign of wear, learn basic repair techniques or upcycle old pieces into something fresh. Check out Montagne Verte’s repair initiatives.
- Educate yourself. The more you know about the impact of fast fashion, the easier it is to make conscious choices. Read more in Montagne Verte’s post on fast fashion.
At Montagne Verte, we encourage the Morzine community and beyond to think differently about clothing consumption. There’s joy in finding something pre-loved, in knowing your purchase doesn’t cost the earth, and in wearing a piece with a story. Fashion should be an expression of creativity and individuality—not a race to keep up with an unsustainable industry.
Are you ready to make the change? Your wardrobe (and the planet) will thank you for it.
EJ Casburn @ tinytravelrebel
