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In the year Shopping in 2022 is as convenient and carefree as possible. With a quick scroll or double tap, you can buy anything, anywhere, anytime. The fashion industry is particularly famous for releasing new products in rapid fire – and the rise of fast fashion over the past 20 years has given consumers an insatiable appetite for new clothes at any time. Corporations, eager to cash in on ever-increasing demand, were willing to mass produce. But at what cost?
That’s one of the fundamental questions Alyssa Hardy asks in her new book, “Weary: How Our Clothes Cover Up Fashion’s Sins.” She explains that the book is the result of two elements: her naturally under-discussed curiosity about fashion, and a series of personal reflections that began during her time as editor of Teen Vogue.
“I was writing a lot about brands and shopping, obviously for younger readers, and I started to see more of the impact that fashion has on people,” Hardy, 33, told POPSUGAR. “I have always been attracted to stories about women, and women are the majority of the clothing industry. They are the majority of the world. This is the most interesting fashion industry, which I have not told in my work.”
“… You can marry this love of dress by understanding that there is a person behind it [it] Helping you feel that way.”
“With ‘Weary,’ Hardy enters a natural extension of her journalism career. It’s a deep dive into how our clothes are.” Really Made, and Hardy takes great care to center the voices of the people who make the industry work—and often leave to suffer the most dire consequences. But fashion, Hardy, is not an individual problem. In the book, through a mix of original reports and personal stories, she makes the case that the issue of fashion sustainability needs to be addressed at the corporate level.
“It’s a matter of where the money is in fashion,” Hardy said. “The consumption is being driven by these very clever marketing campaigns. They are still working, as they often do, when they look very stupid. And they are researched. These fashion brands know how to come out of nothing.”
Retailers can call their sustainability efforts incredibly short. One recent example is the collaboration with Kourtney Kardashian-Baker, who has been named Bhutto’s “Sustainability Ambassador”. The reality-TV star has defended her decision to take on the role, promising to show how the clothes in the collection are supposed to be more sustainable than the offerings from Boho. So far she has to do so.
“When I look at fast fashion trends and things like that, obviously, people are chasing trends, but at the end of the day, what these people want is beautiful clothes,” Hardy says. “It’s all about the love of clothes. And my belief is that if we can get that out of everybody — that you can get married knowing that there’s someone behind you, this love of clothes.” [it] Helping you feel that way – then maybe we can make some changes in thinking.
Ahead, read a conversation between Hardy and Mekita Rivas, POPSUGAR’s senior fashion editor, who explores the downside of the logomania trend, the surprising role of subcontracting in the fashion supply chain, and more.
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