Fast fashion and fast romance: What does Love Island reveal about our values?
A fashion critique
As the repercussions of climate change become increasingly evident in our daily lives, most of us become motivated to make changes in our routines. We may adopt more sustainable habits, like increasing our commitment to recycling or choosing bicycles over cars for our daily commutes. As can be seen through the global growth of the second-hand apparel market, a lot of us seem to be considering investing in a greener wardrobe. That is a crucial step for our society, given that fast fashion has detrimental effects on our planet.
A milestone of this shift towards sustainable fashion was Love Island’s decision to cut its ties with a fast fashion sponsor, replacing it with eBay. In the past, the reality dating show was criticized for its role in propagating a lifestyle of constant consumption to its viewers. It would gain a lot of popularity through the turning of its contestants into fast fashion influencers, with many of them signing brand deals and even creating their own collections. Furthermore, it seems that unnecessarily extravagant consumption was also taking place within the production. As Brett Staniland, a participant on the show and an activist for sustainable fashion informed Grazia:
“Before I entered the villa, I was offered £500 to spend with the show’s sponsor. Once I was inside, I was delivered duffel bags full of free clothes every three or four days, which I also declined. It was mind blowing to see so many clothes worn once and then discarded. The show is symbiotic with fast fashion.”
The production’s decision to create a synergy with eBay showcases its shift towards a more sustainable value system. As Mike Spencer, an executive producer of Love Island shared:
“We are thrilled to be pairing up with eBay this year as our pre-loved fashion partner. As a show, we strive to be a more eco-friendly production with more focus on ways in which we can visibly show this on-screen”
This initiative is of great significance as it is a big step towards the reduction of the stigma that surrounds second-hand clothing. It is also crucial as a means to inform the public of an alternative to the ever-growing fast-fashion market. However, even though this effort is to be congratulated, it is not to be thought of as faultless. It is to be considered what type of relationship with fashion is propagated to the viewers.
During the show, the participants are always dressed in clothing that both reflects and inspires trends. These trends are often bold and eye-catching, however, they contribute to fast fashion habits, as they constantly change to reflect the season instead of personal style. In contrast, timeless fashion icons, such as Audrey Hepburn, Carolyn Bessette-Kennedy, and Princess Diana, are celebrated for expressing personal values, such as grace, elegance, and confidence. Authenticity is the foundation of timelessness so it is safe to say that it is also more sustainable.
It is my firm belief that the key to sustainable habits is mindfulness. In fashion, as in many areas of life, introspection should precede action. As we move through our daily lives, we can make decisions driven by momentary whims or we can be intentional and self-aware about who we want to walk this world as. That choice can create a foundation of control over our reality. Shaping ourselves largely entails deciding what values we want to embody. Our work, relationships, eating habits, and even our fashion choices should express those values, for us to be wholly ourselves. I believe that being someone who contributes to sustainability equals being a mindful individual. Awareness of the repercussions of our actions and the discipline to embody our values are necessary for both our own well-being and that of our society and our environment.
It is undeniable that to deal with the ongoing climate change, a cultural change is necessary. That is why it is my firm belief that the media should focus on individuals that embody values, more so than individuals that are bold. A cultural shift towards principles that could support a sustainable society, such as minimalism, integrity, moderation, and creativity is necessary. A shift away from personality characteristics vastly promoted by live television, like individualism, materialism, conformity, and the endless need to chase status and popularity is of the essence.
It is not, in fact, a secret that many of the values the popular dating show showcases are not wholesome. As Emily Maddick, Assistant Editor and Entertainment Director of GLAMOUR argues:
“You see, what utterly bewilders me, every time Love Island fever takes over our screens (and our senses), is that for seven weeks women I know to be progressive, feminist, inclusive-minded individuals seem to ignore all these values to gorge every night on a show that in my opinion is little more than a modern-day beauty pageant. One that serves the male gaze, all the while promoting unhealthy body ideals and the gamification of romance and relationships. Never mind its proven, problematic track record when it comes to diversity and inclusion.”
What I would advise the readers who feel they may have fallen into a pattern of fast-fashion habits would be: Take a step back, remember what you deeply value, and express it. Who you are in your core won’t change within a season, so other than authenticity, you will also achieve a more durable closet. What I would ask the readers who may indulge in some Love Island watching here and there, on the other hand, would be: what do you think enjoying a show that is based on “voyeurism, drama and gossip” as Emily Maddick stated, says about you?