Fast fashion, overconsumption, and influencer culture have normalized behaviors that are downright harmful. It’s become disturbingly common to see influencers showing off clothing hauls every week or month as if that’s a regular, acceptable habit. Newsflash: it’s not. Neither is treating luxury goods like basic essentials or constantly hopping from one vacation or island to the next. Yet, these excessive lifestyles are pushed into our social media feeds daily, leading people to believe this is the standard.

The truth? It’s far from it, and it’s unsustainable.

Let’s address fashion hauls first. The concept of buying new clothing in bulk every few weeks has been glorified by influencers, many of whom display closets that look more like mini boutiques. For everyday people, this isn’t just unnecessary; it’s reckless. People are now made to feel that owning a small, curated wardrobe is inadequate, and worse yet, that re-wearing outfits is somehow a social faux pas. Thanks to social media’s influence, individuals believe that wearing an outfit twice to different events is unacceptable. This is absurd. Before Instagram and TikTok made fashion a spectator sport, people re-wore clothes, and no one batted an eye. Now, we believe every event requires a brand-new look, driving overconsumption to ridiculous heights.

@wahabokoya

Shade Okoya takes over Lifestyle cost. #elganza #fyp #lagos #nigeriantiktok🇳🇬 #luxury #tour #viral

♬ original sound – Wahab

Take Shein, for example. Their business model thrives on releasing hundreds of new items daily at dirt-cheap prices, luring people into constant shopping sprees. But these low prices come with a heavy cost—exploitation of workers and severe environmental damage. In a 2021 report by The Guardian, Shein’s suppliers were accused of paying workers as little as less than 4 cents per garment while forcing them to work 18-hour shifts in unsafe conditions. So, while influencers are promoting their “budget-friendly” haul, the reality is that these deals are built on unethical practices and unsustainable production methods. 

The issue doesn’t end with fast fashion. Social media is awash with influencers showcasing massive collections of beauty products, fragrances, and makeup. We’ve reached a point where people own enough makeup to last multiple lifetimes, yet they continue to accumulate more. This is neither necessary nor practical for the average person. Influencers make this kind of consumption seem not only normal but aspirational.

@jackieaina

meanwhile, that is NOT what he was even wearing either 😩 he is so funny #perfumetok

♬ original sound – Jackie Asamoah

Luxury goods are no exception. The culture of flaunting designer bags, shoes, and accessories has also spiraled out of control. This creates an illusion that having the latest designer piece is somehow a necessity. The reality is that these high-end items are far from essential, and for many people, splurging on luxury goods could mean financial strain. What’s more, some luxury brands engage in harmful practices themselves.In 2018, Burberry admitted to burning millions of dollars worth of unsold stock to maintain their brand’s exclusivity. This practice is not only wasteful but an insult to those who saved up just to own one of their items.

Another disturbing trend fueled by influencer culture is the glorification of constant travel. Lavish holidays and retreats have become a status symbol, with influencers jetting off to exotic locations as if it’s routine. For most people, this kind of frequent travel is unattainable. Yet, social media has normalized the idea that everyone should aspire to be globe-trotting every other month. The enormous environmental impact of frequent flying contrasts sharply with the romanticized pressure to constantly “get away” for a break.

Overconsumption doesn’t just impact the environment—it’s also eroding personal style. We’ve shifted from valuing quality to chasing quantity, mindlessly purchasing whatever is trending at the moment. This has led to a loss of individuality. We need to confront the truth. Before Shein, people managed to live within their means and still looked good. They borrowed clothes, swapped with friends, bought second-hand, or got hand-me-downs, and no one felt any less fashionable. The current state of fast fashion has made it easy to forget that re-wearing and recycling clothing is not only practical but responsible. 

The solution? Start buying less. Buy better quality and make a conscious effort to re-wear and restyle the clothes you already own. It’s also time to start unfollowing influencers who perpetuate this unsustainable, unrealistic lifestyle. Challenge the idea that you need to be constantly acquiring to feel worthy or stylish. If we all took a step back and re-evaluated our relationship with consumption, we’d be in a much better place—not only as individuals but as a society.