There is no denying the modern-day obsession with self-image. Most of you reading this will have an Instagram account, dedicated to curating a version of ourselves to varying extents. I certainly do. Unfortunately, however, this obsession is not harmless. It’s increasing our overconsumption, and the environment is paying the price.
Instagram, TikTok, Pinterest, YouTube, even TV and film. In the age of digital media, it is so easy to become hyper-aware of who you are and the life you live. These media platforms are saturated with imagery showing an ‘ideal’ life and an ‘ideal’ self. When watching influencers’ vlogs or seeing their Instagram posts, it is natural to feel envious of the lifestyle they live. We see characters on TV and wonder how we can be more like them. We spend hours on Pinterest believing that we would be happier in our lives if we could wear this outfit or have that room. We are constantly thinking about who we are, and what we should be.
In particular, constant self-improvement is encouraged. The rise on social media of ‘rebranding’, well-being content, ‘what I eat in a day’ and ‘outfit of the day’ videos all promote constant comparison and bettering yourself. They provide an ideal character and suggest that introducing these 5 simple habits or shopping from this brand will make this character attainable.
But by allowing media to shape our identity and aesthetic, we allow it to control our way of living. What we buy, what we do, what we wear and where we go is now more aligned with a desired vision of ourselves than our true likes. In showing us a (false) ideal identity, we are sold an ideal identity.
It is the ultimate advertisement tool. Media manipulates our sense of self and the products we consume to try and attain this identity. It is inconspicuous, and we may not even register these sales tactics. But by selling the ‘cool girl’ aesthetic or the ‘nonchalant guy’ type, the associated products are also sold.
Essentially, it seems that identity itself has become commodified.
The problem is that identity cannot be bought. No product is going to transform you into the online influencer whose Instagram aesthetic you’re trying to emulate. No home decor or wardrobe is going to make you a different person. No rebrand focused on material acquisition will bring lasting fulfilment.
The sleight of hand is that what you’re being sold will never actually secure your sense of self. If buying your identity succeeded, then corporations would not have an endless cycle of overconsumption to rely on for profits. Instead, the media portrays a constantly changing ideal, one reflected in a stream of clothing trends, home decor fads, new electronic devices…the list is endless. So, products are continually changed or reinvented, the business strategy that keeps companies afloat.
This brings us to a pressing consequence: overconsumption. Specifically, fast fashion.
People have become brands, carefully designed and presented to the world, and one’s clothing is the face of that brand. When we buy clothing, we are sold an identity, not just an outfit. So, it is no surprise that overconsumption has sky-rocketed. After all, who wouldn’t want to find themselves in a £15 top?
The fashion industry, being so deeply intertwined with our sense of identity, is one of the most prominent examples of extreme overconsumption. On average, people are buying 60% more clothing than they did 15 years ago. Yet, people are evidently not finding satisfaction in these extra clothes with, annually, 92 million tonnes of textile waste being produced. If this statistic has not already shocked you, consider googling the mountain of textile waste in the Atacama Desert, Chile, that is so big it can be seen from space. It provides a horrifying and unsettling image.
It is self-evident why this cannot continue. The trickier debate is how to change course. Unfortunately, I, like many others, cannot offer a simple solution. This is not intended to be a hopeless statement, but instead an appreciation of the gravitas of the situation.
What I do believe is that changing purchasing habits requires a reflection on identity. Using media to guide our sense of identity will only keep us trapped in a world of ideals that goes hand in hand with materialism and consumerism. We will remain caught up in chasing something unattainable, beelining from one purchase to the next.
So, where can we gain a sense of identity from instead?
Perhaps from principles and values. From hobbies, passions and interests. From friendships, relationships and family. Maybe from work and studies. With media being the dominant source of our identity, all these more fulfilling sources fall to the wayside. Routes that have so much more substance and connection to an individual.
Our clothes, and other accumulated goods, can (and will) still give us a sense of identity – but just as one part of our story. My favourite pair of jeans are inked from when my pen leaked at work, forever tattooed. My favourite cardigan reminds me of a local shop in a place where I used to live and of my granny who mended its ripped fabric. These items say something about who I am as they reflect my real life. This is how clothes should fit into our identity, not by being sold a curated wardrobe that comes and goes with trends.
Identity is deep and substantial, fast fashion is not. Let us not allow media to convince us they are one and the same.
