EU Launches Instagram-Driven #RefashionNow Campaign for Youngsters and Influencers to Reset Fast Fashion

The European Union has launched a social media campaign targetted at youngsters and influencers in a bid to weed out fast fashion. The multilingual campaign – ReSet The Trend – is meant to engage Europeans in the battle against fast fashion and raise public awareness about the EU Strategy for Sustainable and Circular Textiles. 

Long Story, Cut Short
  • The campaign is called 'ReSet the Trend' and calls for using the #RefashionNow hasthtag
  • People can use a customer filter to promote their own messages on Instagram.
Under the motto #ReFashionNow, the campaign attempts to address this problem, raising awareness about the environmental, social, economic and health-related benefits of transforming the textiles sector and the opportunities that sustainable fashion opens up for both businesses and consumers.
Role Models Under the motto #ReFashionNow, the campaign attempts to address this problem, raising awareness about the environmental, social, economic and health-related benefits of transforming the textiles sector and the opportunities that sustainable fashion opens up for both businesses and consumers. EU Environment

The European Union (EU) has launched ReSet theTrend, a public campaign inviting young people and influencers to be a role model and help "make fast fashion out of fashion."

  • The campaign urges people to take a picture and use the 'ReSet the Trend Filter' and publish on social media to show one is a role model too—using the #RefashionNow hashtag and a link to the campaign website.
  • At a kick-off event in Antwerp later Thursday, designers, industry representatives, fashion sustainability experts, policymakers, young professionals from the textiles sector and students from around the EU will share the best sustainable fashion practices in Europe, discuss how to avoid greenwashing and the role of circular business models in driving fast fashion out of fashion. 
  • They will also look at how to address the numerous challenges this industry faces and accelerate the implementation of the EU Textiles Strategy.

The Campaign: 'Reset the Trend' says on the website: "Through our daily choices, we all have a role to play in transforming the textiles sector and making it more sustainable. Become a role model, help make fast fashion out of fashion – and inspire others by sharing examples of your actions!"

The campaign urges people to follow 12 rules:

  1. Start simple: The first and easiest thing is don’t buy too many clothes! Think about how often you will wear a new piece of clothing. If you don’t think you will wear it a least 30 times, don’t purchase it.
  2. Hang ‘em up: Look after the clothes you already have. Hang them up at the end of the day. Wear them until they wear out, don’t forget them in the back of your closet. And dial down the temperature on the washing machine to reduce greenhouse gas emissions and protect colours from running. Washing at a lower temperature also means less wear of the material.
  3. Clear out your closet: Regularly go through your wardrobe to see what you really need and give any clothes you don’t wear a second lease of life by selling them or donating to charity.
  4. Be creative: Patch up and repair your clothing. Personalise an old garment or repurpose it into something else. Accessorise! Learn to make your own clothes to really show off your own unique style.
  5. Swap with friends: Swap unused clothes with friends and family or organise an event at your school, college or workplace. Exchange clothing with like-minded people. Clothes swapping apps can be found online.
  6. Rent something special: You don’t need to splash out on new clothes for school ceremonies, weddings or other special events. Simply rent something spectacular from an online clothes rental service.
  7. Quality not quantity: If you do need to buy something new, invest in the best quality with a timeless ‘classic look’. Make sure it will last and remain in style longer than cheaper fast fashion styles. This way, you save money and create less waste in the long run.
  8. Be a part of history: When buying second-hand try and find vintage clothes. They not only look cool and stylish they are also better quality with details you can’t find on today's garments. They were made to last and be passed on, not to fall apart. Vintage has history and tells a story, which you can be part of.
  9. Bring back the dead: Check out online auctions for ‘deadstock’ clothing that was never sold due to small defects or over supply. Similarly, end-of-line clothing can be found advertised online or in charity shops.
  10. Only what you need: If you shop online, only order garments you aim to keep. Items you return may not be sold again but instead incinerated to avoid paying handling costs.
  11. Ask questions: Check with companies where and how their garments are made. The more people ask questions the more clothing brands will begin applying sustainable solutions across the supply chain.
  12. Go organic: Buying clothes made from organic cotton – cotton grown in a sustainable way that uses fewer chemical fertilisers, pesticides and water to reduce its environmental impact.

What They Said:

The world is changing. Producing, using, and then throwing things away is old-fashioned. In our world, it no longer makes economic sense. It’s harming the planet and our health. That’s why Europe has a new strategy for textiles. We want to be part of the solution. We have one goal: that in the long-term only the most sustainable products will reach the market here in Europe. We want everyone to be part of that change and to ReSet the Trend.

Virginijus Sinkevičius
Commissioner for the Environment, Oceans and Fisheries
European Commission

  • Dated posted: 26 January 2023
  • Last modified: 26 January 2023
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