Slow fashion begins with you

I recently read that fashion today is comparable to a single-use plastic bag, and honestly? I couldn’t agree more. Somehow, we seem to have lost our way chasing instant dopamine hits reassuring ourselves that this moment of impulse is an act of self-love. More often than we’d probably like to admit, we’re falling victim to the ‘wear once’ trap. (I know I’m guilty of that).

Three years ago, Australia finally banned single-use plastic bags. We’ve adapted by bringing our own or buying smarter. But in fashion? The cycle is faster than ever. Runway today, shop front tomorrow, sale rack next week. Brands are producing collections at astronomical speeds. The most wanted items sell out within minutes. They are strategically executed to drive demand from those who missed out. But what about those unwanted pieces? Slow movers are treated like damaged goods, quietly removed off shop floors and sent back to the warehouse to be never seen again.

With sensory overload at an all-time high, (thank you social media) it's no wonder brands are fatigued in their quest to bring to life innovations, products, or collaborations just to get noticed. Choices today are endless. So for us, as consumers, converting our curiosity into sales has never been as challenging for those trying to carve a name for themselves in the marketplace.

The Rise (and Fall) of the ‘Cool Girl’ Aesthetic

Brands that crack the code are riding the wave, they know how to play the game. They work the cool girl aesthetic, leveraging their ‘we’re out of stock’ to fuel our latest cravings. As the early adopters get bored of the latest ‘must have’, the masses flock to immediately purchase without a second thought. Before we know it, at least 7 out of your 10 friends are talking about this cool new trend. In lightning speed, once exclusive now feels ordinary, stock standard, a uniform.

I’m curious… Are we buying into products we love or are we simply giving into the brands that capture our attention, making us feel worthy of the cool girl gang?

Enter hype culture.

So what's the big deal? I like buying into trends

Consciously aware or blissfully unaware, we now live in a hype culture era. We lean into trends to fuel our desires, whether to be seen, fit in or make a bold statement. So what is hype culture and why does it matter?

Hype culture is a consumer-driven phenomenon fueled by excitement, exclusivity, and social status. It revolves around anticipating and rapidly adopting the "next big thing," often in fashion, tech, or pop culture. Limited releases, ‘as seen on’ or any kind of social media buzz drive this type of demand, making certain products or trends feel like instant must-haves. This culture thrives on scarcity and desirability, encouraging people to spend impulsively to stay ahead of trends and signal status.

So what is the big deal? Hype culture rewires how we shop. It’s never been easier to tap, buy, and move on to the latest and greatest. How often have you picked up something in your wardrobe and thought to yourself…

”What was I thinking, that’s not something I’d wear”

What was your last hype piece? I ask myself the same question - and a few moments spring to mind. Those once fashion items that I was completely and utterly convinced represented wholeheartedly my unique style but on reflection realised that they never really suited me, my body or my personality.

What Was I Thinking?

Moments have come and gone. Some things are just left for someone else and we should be perfectly OK with this.

How we dress should feel like an extension of who we are, so doesn’t that mean our wardrobes should reflect our true authentic unapologetic selves? What’s holding us back from living by this each day?

I’m not saying all hype culture promotes a negative experience, actually far from it. Now and then, you stumble upon a truly beautiful piece, one that feels like it was made just for you. No hesitation, no second-guessing. It becomes part of you and your DNA. (You know what I mean!) You reach for it at every opportunity, effortlessly aligning with everything that already exists in your wardrobe, leaving you wondering how you ever got dressed before it came along. Fashion magic. But let’s not confuse these gems with those impulse buys that we convince ourselves are “so us”, only to let them gather dust while we wait for the perfect moment to wear them.

Luxury Brands Are Playing the Same Game

Hype culture thrives on fast fashion’s rapid cycles, but even luxury brands are adopting the same playbook. Enter the era of collaborations, designed to spark desire and fuel exclusivity in exchange for our buy-in.

So what does a successful collaboration look like? Is it about building community or chasing profits? And what makes a brand partnership successful? Is it purely transactional, or does it tap into something deeper? The truth lies somewhere in between. The most successful collaborations aren’t just about making profits, they tap into a narrative that seeks to connect with audiences in a way that goes beyond what they’re trying to sell. An authentic collab creates something bigger than a transaction, it’s about aligning brands with shared values and amplifying their voices that excite and build meaningful connections.

Sometimes, the most unexpected collaborations are the ones that end up making perfect sense. The rise of fashion and fitness partnerships is one such example, with brands recognising their consumer's interests align.

Nike’s collaboration with Jacquemus, the French fashion brand known for its minimalist designs, redefined athleisure. The collection merged luxury fashion with sportswear, attracting a community of fashion-forward, active individuals. By combining style and performance, it bridged seemingly different worlds and tapped into shared values, resonating deeply with both Nike's athletes and Jacquemus' followers.

The key takeaway: Collaborations can bridge contrasting worlds through a common vision and drive positive change.

Other collaborations worthy of mentioning are those that have redefined industries and tapped into what consumers care about.

Take Adidas x Gucci for example. What started as a PR piece ended with a mass takeover of the sneaker game. Before their collab, Gazelle’s and Samba’s were mostly loved by footballers, skaters and cult followers. After? A mainstream must-have.

Was this a partnership or a strategic play? Gucci may have benefited from levelling up their cult status, and pioneering the sports x luxury trend, but did they factor in the price gap on what consumers are willing to pay for a Gucci-branded Gazelle vs. the Adidas' regular ones?

Who were the real winners of this partnership?

Adidas Gazelle: Through the Years

Collabs That Reshape Our Values

Not all collaborations are about hype. Some shift how we consume. How about collaborations that reshape our values? David Jones & The Volte is a new partnership emerging in Australia in 2025, and an interesting example of how competing retail models can join forces. It’s about time retailers start listening to what consumers want, rather than telling consumers what they want. David Jones, known for its high-end retail, teamed up with The Volte, a designer fashion rental platform, to promote circular fashion, encouraging consumers to rent rather than buy.

At first, it might not seem like the most dynamic duo, but when you look more closely, it’s about repurposing fashion consumption. Finally, someone is listening! This strategic shift solidifies the growing demand for more sustainable options that fashion consumers are desperately seeking. From ownership to experience, this collaboration is a great first step towards the positive change the industry desperately needs. And I hope that this is a sign of what else there is to come.

I’m curious though, how committed are both brands to grow together long term? If the commercial outcome falls short of their expectations, who will be the first to pull the pin and re-think their approach? And the real question? Are more brands willing to prioritise sustainability over sales?

The Power of Community Over Hype

The most successful collaborations happen when brands prioritise building community. Consumers today aren’t just buying products, they’re investing in authenticity, memorable experiences, and values. When a product or moment in a way that resonates with people is repurposed, it isn’t just a sale anymore, it welcomes an open dialogue where we can become part of something more than runway shows, shopfronts and sale racks.

With so much newness, collaborations, and hype around us. It’s hard to filter out the obvious and find the things that feel authentic. It’s the communities that build and sustain long-term success. The most successful collaborations prioritise people over profit. Rather than letting algorithms dictate our lives, we should all think about what we value and invest our time into the brands that feel more like “us” - that’s where you’ll find more like-minded people.

Are we asking ourselves:

Is this what I really want to support? What are you supporting?

The question isn’t just whether we’re buying into the hype, it’s whether we even like what we’re chasing. If we strip away all of the white noise, do we actually know what we are buying into anymore? Maybe it’s time to rethink what truly matters in fashion: quality, longevity, and a connection to what we wear.

One final word: Stay curious, always. Challenging those hard truths might actually lead us to a place of true community.

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