A TikTok hashtag “Keep or Send” has become viral with more than 140M views. Fashion bloggers order a lot of clothes and send most of them back while keeping a few chosen by their subscribers. According to experts, this trend is working against the sustainability goals of the fashion industry. Most consumers are ignorant of the fact that the clothes they send back create a huge carbon imprint. 92 million tonnes of clothing go into landfill sites. This makes it imperative for creators to educate their audiences about these harmful practises. Brands can collaborate with eco-friendly influencers, be transparent about their products and reduce the guesswork of the shopper. Keeping environmental consciousness over engagement would benefit the brands. It is quite apparent from the fact that more than 50% of consumers want the fashion industry to become more sustainable and 90% of Gen Z claim to have made some changes to their lives to achieve this goal. Continuing with these frivolous practises can make the brand go out of fashion.
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