Meet the TikTokers educating Gen Z on sustainable fashion

In 2021, the British Fashion Council’s Institute of Positive Fashion addressed the impact of the fashion industry. Their top key target outcome? Reduce the volume of new physical clothing.

The trend is an offshoot of “de-influencing,” which involves creators sharing negative experiences with trendy products and telling viewers not to buy them.

“We need to make a shift in who we’re following,” Ms. Pexton said. “We are in control of our algorithm.”