The courier threw a package on our deck. The dog barked, Tim walked outside, I slid the door of my office open and asked Tim “what is it?” He answered “probably another one of your dresses.”

Triggered.

I’ve been preaching ‘don’t buy it unless you need it’ while consuming far more than I need. For years I have justified consuming more because it’s my job as a sustainable fashion activist and influencer; I need to trial and wear the clothes before I share about them. Plus, I love fashion! And who is to tell me what is a need and what is a want?! I don’t spend money on other things, I don’t buy nearly as much as the average person, and I love supporting ethical fashion brands… excuses, excuses, excuses. After 5+ years of successfully convincing myself that I do need that ethically made polkadot top, I can convince myself no longer. Enough is enough.

Recently, I have consciously observed New Zealand fashion influencers (myself included) share about incredible sustainable fashion companies… every. single. day. They/we talk about a brand and all it’s wonderful values, and it’s the talk of the town until the next package shows up. Meanwhile, the world consumes 80 billion garments a year, 400% more than we were 20 years ago. We’re trying our best in the sustainable fashion influencer industry to give people better fashion options that are made with sustainable fabrics and by people who are paid fair wages; but we’re not trying hard enough to communicate to them that what they already have is enough. We aren’t doing a good enough job at sharing clever styling tips or how to wash clothes so they last longer. We may mention these things, but we’re still best mates with our courier drivers and still say yes to more than what we would consume if we weren’t in this career.

To truly transform the fashion industry into a good one, we need to change the way we purchase, not just what we are purchasing.

It’s been made clear to me that overconsumption and how we manage our wardrobes is the core issue. Garment workers are paid less than $1 an hour to make more more more. Toxic dyes continue to be used and pollute water ways surrounding textile factories because we want more more more. The environment continues to be pillaged of resources, and sustainable or not, its most often unnecessary - it’s simply because we want more more more.

In the year 2022, nothing new will enter my wardrobe.

In the past, I have screwed my nose up at people who’ve done ‘nothing new’ challenges. Fashion brings me so much joy and I am well versed in second hand shopping and waiting for at least a month until I purchase something - so why would I? Because I still feel that hit of ‘oh my goodness life is better’ when a new shirt arrives. Because I still browse my favourite brands Instagram pages when I am bored. I used to think I was different to the others, but when I counted the 19 items that had entered my wardrobe this year from campaigns alone, I realised I was just like everybody else.

Speaking of campaigns, as a sustainable fashion influencer, this challenge also threatens my income. Working with ethical fashion brands to promote their products is part of how I make a living. I’ve thought long and hard about how to do this and I am confident my business and income will stay afloat and continue to grow. Just you watch me!

I will be:

• Borrowing samples from brands if I need them for content creation/photoshoots

• Focusing on campaigns with the brands who are already in my wardrobe (if you are, be prepared for my pitch!)

• Leaning into campaigns that are more service based and don’t necessarily involve products

• Calling on my friends and followers to trial things for me

• Thinking creatively

Will you buy second hand? I hear you ask. Nope. Our mindsets towards fashion are flawed. Buying second hand still fuels that ‘want want want’ consumerism drive in us and the goal of my year long challenge is to throw my thoughts about fashion out completely, to rebuild them sustainably. I need a true detox.

My heart was racing when I shared about this challenge on social media. Mainly because it changes the way I have worked for many years. But weirdly, the challenge in itself brings my a strange sense of freedom. This week I spent a few hours sorting through my wardrobe, spot washing, hand washing, and fixing. I eyed everything up and realised it was all I had. It felt liberating to know I could unsubscribe from newsletters, walk into second hand shops knowing I wouldn’t have to make hard decisions, and know exactly what I would wear for special occasions in 2022.

Q & A:

Why are you doing this?

Two key reasons: to confront my own consumerism tendencies. To shake up the Influencer industry.

I am not doing this to with the intent of never buying anything ever again. I am not leaving the fashion world (I adore fashion) and I am not doing this to make anyone feel bad about their fashion purchases in 2022!

What about things like underwear and socks?

This year (2021) I have focused on refreshing my underwear draw, so I think I will be alright! I’ve done a stock take and feel prepared. If I find myself wearing my underwear inside out to get another wear out of them, I will probably buy more underwear - but I don’t think this will happen. I also learnt how to darn my socks this year and have a clever local seamstress.

What if things in your wardrobe break and cannot be fixed? Will you replace them?

The rule is: no new fashion item can come into my possession. So the answer is no, I cannot replace them in the year 2022. But if I was desperate, I could borrow something from a company or friend. Honestly, if I were to lose my jandals or have my favourite pair of jeans ripped up the middle, I would still be clothed and still get by! Just like the underwear question, I will cross that bridge if I ever come to it, but my denim shorts experience has made me confident I won’t need to purchase anything. Early 2020, I donated my only pair of denim shorts. I had worn them since I was in my early teens and they were finally too small for my womanly hips - plus the lace around the bottoms was way too 2010. With this gap in my wardrobe, I started looking for new shorts. I hunted second hand shops first. Even after traveling the country on tour and popping into stores wherever I was, I came away from 2020 empty handed. I then trawled sustainable fashion companies and bought some from Outland Denim that were the wrong fit (not the wrong size). I had to pay about $30 in shipping to return them. A few months later, I bought a pair of 3/4 shorts from a second hand shop, but they didn’t fit the hole in my wardrobe or go with as many things as I needed them too (they were re-donated). 1.5 years after moving on from my childhood shorts, I bought another pair from Outland Denim that are perfect. I lasted a whole summer without denim shorts, so I think I can last a whole year without buying anything!

But what about all the amazing sustainable fashion companies you are boycotting while doing this challenge?

If a company’s business model fails when a small group of people (myself and the other people who are joining me on this challenge) are not over consuming, then the company is not sustainable.

By no means am I retracting my support of sustainable fashion companies. I will still be sharing about the sustainable fashion companies I adore! I will also be publishing campaigns/social media posts with sustainable fashion brands who are already in my wardrobe, plus new sustainable fashion brands who are okay with me borrowing their pieces for content creation instead of owning them. People come to me for sustainable fashion recommendations, and they will always get that!

I am not boycotting the sustainable fashion industry. If anything, in 2022 I will be even more involved in supporting it!

This sounds ridiculous, why is this a challenge?

To some people, this challenge sounds hilarious. Rightly so! It’s embarrassing to admit that I need a challenge to hold myself accountable to not buying more clothes, but I am publicly owning that. I adore fashion. Fashion is an art form. Not everyone chooses to indulge, but fashion is one of my personal favourite ways to express myself and my feelings. Some people look at this challenge and run for the hills (because they know they couldn’t do it). Some people laugh and tell me they do this challenge every year with ease. We’re all different! This is a challenge will be good for me.

How would someone do this challenge while fluctuating in weight?

Great question. As someone who’s stayed a consistent weight for a long time, I recently went through weight fluctuation and it was incredibly eyeopening. Over the past few years, I have been aware of changes in my body and conscious of that this impacts my wardrobe. I have purchased things with this in mind. I also love sharing my clothes with any many people as possible, so I’ve opted for items that are adaptable for different body shapes. I am going into this year knowing that I have already curated a wardrobe that caters for my weight fluctuations, but I also realise that not all of us have this privilege - plus it depends on your style! For example, I am okay with long, flowing items. Some people aren’t.

If you are going into this challenge with me in 2022 and are worried about body changes, adapt the challenge to suit you. I can still borrow clothes during this challenge, but you may need to add your own terms and conditions to ensure you will still feel comfortable - like second hand shopping only or 5 purchases during the year.

Why are you not buying second hand clothes too?

The purpose of this challenge is to metaphorically slap myself and confront the consumer inside of me. Buying second hand clothes would not allow me to do this properly. Plus, the second hand industry has as many complexities and downfalls as the new fashion industry, so buying something second hand is not void of impact.

Even though I realise this challenge won’t change the world, I hope it encourages you to either JOIN ME in buying nothing new or join me in your own way (perhaps one month, or second hand only?).

If you want to learn more or have any questions, watch my Reel announcement and communicate with me there!