Fashion is something that affects every single person on this earth. Even though you’re not into fashion and don’t really care about what you wear, you still need to wear something and if it is clothes you wear, its more or less considered to be fashion.

Clothes shopping used to be an occasional event, something that happened a few times a year when the seasons changed, or we outgrew what we had. But throughout the last couple of years, something changed.

Clothes became cheaper, trend cycles sped up and shopping became a kind of entertainment. Following these trends, a new phrase arose with it.

“Fast Fashion” the phrase can be defined as cheap, trendy clothing, that samples ideas from catwalk or celebrity culture and turns them into garments in clothes stores at fast speed.

But even though the consumers seem to have CSR as a high priority is that really the reality? The answer here is no. According to research from New York professors, price and ease of purchase rank much higher than sustainability and corporate social responsibility when consumers go shopping for new items for their wardrobe.

People claim to have sustainability as their first priority but when it comes down to it, they care more about a product’s brand name and uniqueness. LIM College professor Robert Conrad and Dr. Kenneth M. Kambara say; “This isn’t to say millennials don’t care about sustainability — it’s still a factor for millennial consumers — but it’s pretty much the last thing they consider.”

It seems like in our modern society, people want to stand out and show the rest of the world that they care about our environment as we see when influencers post on social media to share their behaviors and socially responsible attitudes too.

People like to feel they’re making a difference, even though buying clothes. But when the decision stands between doing a difference for a better world or to look good and get the newest fashion, the environment is almost always left behind while the newest designer clothes are bought.

Clothes is our “chosen skin” it represents the people that we are and that is one of the reasons that people choose a brand over CSR.