A culture that is getting increasingly materialistic no doubt affects the buying behavior. Women, in particular, are known to be at the forefront of spending behavior. Researchers have established the fact that women are more materialistic than men, and thus, tend to be more influenced by trends and buying cultures…especially fashion trends.

The fashion industry goes beyond the show glasses of clothing stores and the pages of fashion magazines. It permeates the very fabric of society, both reflecting and determining its culture at a set time in history. Although it is massively profitable, the fashion industry also has to carry the weight of issues such as worker exploitation and the creation of unrealistic beauty standards, which can lead to risky culture and economic struggles. This brings us to the thematic preoccupation of the book “Cosmetic, Fashion, and Exploitation of Women.”

Cosmetics, Fashion, and the Exploitation of Women is also about how women are placed in this economic order. Evelyn Reed, one of the writers holds capitalism, having advanced to its imperialist stage has moved “from selling women as commodities, to selling commodities to women.”

Reed believes that this form of economy forces women to conform to artificial standards of beauty that only last for set seasons. She also holds that women are led to believe that their self-worth, attractiveness, and value as humans hinge upon the kind of clothes they wear or the cosmetics they use. She cracks down on the “You are what you buy” culture, stating that our value lies in what we are and so as humans.

The authors of the book go further to detail the methods by which capitalists exploit women by foisting a materialistic worldview on them. They promote sexy, come-hither images of women intended to convince other women how, by buying “the right things,” and buying more of them, they can vanquish their competitors and fetch a “higher price” in the dog-eat-dog marketplace for happiness, security, money, and a mate.”

The fast fashion trend represents another face of the materialistic buying culture. It is characterized by the rapid production of inexpensive clothing by mass-market retailers in response to the latest fashion trends, priorities cost efficiency and speed. As a direct consequence, it encourages frequent purchases and the hyper-consumption of new clothing.

Nowadays, the majority clothing made of synthetic fabrics made with chemicals—polyester, conventional cotton, viscose, nylon, acrylic, and spandex — which are toxic to humans, polluting the earth and oceans.

The Quest For Sustainable Fashion

The fast fashion trend has faced criticism for its negative environmental impact, contributing to pollution, waste, and the depletion of natural resources. Therefore, customers and businesses alike now gravitate towards more sustainable fashion, particularly clothing the can be worn repeatedly.

One leap in the direction of sustainable fashion is King Charles’ partnership, through his foundation, with Yoox Net-a-Porter to launch a sustainable fashion line known as Modern Artisan. The fashion was created with an aim to show people how sustainable fashion can help to create timeless clothing that can be used over and over again.

The partnership between The Prince’s Foundation and Net-a-Porter has further amplified the calls for sustainable fashion initiatives, one that is sure to be echoed by other clothing stores, eventually reaching a wider audience, and reshaping industry standards. At the same time, the successes of designers trained in sustainable practices show the shift towards more eco-conscious fashion choices among consumers and industry professionals.

King Charles, along with the royal family, have always been strong advocates of sustainable fashion, traditional craftsmanship, and responsible consumption in the fashion industry. The king has a preference for repaired clothing items such as a tartan tweed jacket that has undergone numerous repairs yet retains its charm and functionality.

Princess Anne is another bastion in the fight for sustainable fashion. Her wardrobe usually features recycled outfits produced by local artisans, which, although simple, retain their elegance in the passage of time. Princess Anne’s commitment to a sustainable fashion line comes off the back of her views on responsible fashion consumption and supporting local professionals. She is proof that the environment and personal economy do not have to be sacrificed on the altar of fast fashion.

Even the young members of the royal family have joined the sustainable fashion train. Prince George, Princess Charlotte, and Prince Louis have been seen wearing outfits previously worn by their parents or other family members for special occasions like Trooping the Colour. The royal family has taken the lead in the march against consumerism and the fashion industry’s exploitation of consumers, choosing instead to embrace sustainable clothing and traditional craftsmanship.