It has everything to do with it. I live in a country that made greenwashing a lifestyle: Finland. Every shop around here advertises how responsible they are with their business. Meanwhile, the quality is often worse than that of brands derided as “fast fashion”. Marimekko* made national headlines some time ago when they licensed a pattern to IKEA, and the IKEA product turned out to be much better quality for a fraction of the price.

It’s very important to target fast and ultrafast fashion, and I’m glad France starts with influencers. The next step should be quality norms. Otherwise, you’re just pricing poor people out, while consumer behaviours and environmental impact stay the same, and owners of established brands get exponentially richer.

*If you don’t know Marimekko, suffice to say I saw Marimekko knockoffs in boutiques in France last week.

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Define normal

I deleted my reddit account during the API debacle and didn’t participate since, but kept lurking there. Then, a couple days ago they started requiring an account to access the site, and now I’m here, oh well.