Content creators like Morgan and Staniland are promoting sustainable fashion online, where fast fashion corporations with deep pockets have helped flood Instagram, TikTok and YouTube with sponsored posts encouraging viewers to buy more stuff — largely at the expense of the planet.
This growing army of influencers are seeking to expose the environmental damage caused by huge fashion firms like Shein, H&M and Zara.
They also encourage climate-conscious fashion choices — what Morgan calls “mindful consumption” — asking people to buy less, or if you do have to buy, best if it’s second-hand or ultra-sustainable.