Online brands are everywhere these days. Whether it is in tube stations, on Instagram or via Youtube videos, retailers such as Missguided, Boohoo and Prettylittlething - to name a few - are hard to miss. The avenues they use to reach potential customers are endless.

It might be an ad campaign or a collaboration with a celebrity figure. At other times, it might be sponsoring an influencer’s haul video or endorsing a social media post. Most of the time it is all of these channels and more.

But how much do we think about the consequences of getting sucked into these marketing activities? Brands like these are the epitome of fast fashion. There are multiple reasons why they are successful – they are endorsed by famous figures, they are affordable and they are ‘on-trend’ for starters.

From Prettylittlething partnering with the Kardashians and Ashley Graham, to Boohoo using Love Island fan favourites to market their products, it is easy to see where the appeal in the glossy, digital world of fast fashion lies. But not enough people consider the impact their subsequent purchases have on the environment.

Fast fashion is wasteful, single-use and most importantly, the satisfaction gained from it is ephemeral. The appeal of fast fashion garments lasts as long as the trends it promotes can be sustained. Often consumers fall into the vicious cycle that the fast fashion industry perpetuates: purchasing items to feeling momentarily satisfied which inevitably decreases, causing the consumer to become more inclined to repurchase to regain satisfaction.

The question we should be asking is why are we as consumers encouraging short term instant gratification over long-term sustainability, and how have we got to this point? Is it really worth damaging the environment and risking the potential ethical issues of production so that we can have an item of clothing that’s won’t satisfy us for long?

Of course, for many reading this the answers will be no. Nu. is part of a growing digital space that is moving in a different direction. It’s just a question of momentum and time until we see more and more influencers and brands breaking the vicious cycle that has become too readily normalised.

Have your say. Comment below or get in touch to share your opinion.