Livia Firth on considerate consumption
The True Cost documentary has made me think. A lot. About conspicuous consumption and my responsibility as a fashion journalist and human being. I always advocate long term style over fast fashion, particularly now we can buy what we want when we want (online). And I realise that by chucking more product at That’s Not My Age, I have a duty to check that the brands I’m featuring have valid ethical policies. This is something I intend to do, wherever possible.
Livia Firth creative director of Eco-Age, founder of The Green Carpet Challenge and co-producer of the film said in Sunday Times Style, ‘At the moment of purchase, think “Will I wear it a minimum of 30 times?” If the answer is yes, then buy the item. If it’s no, then don’t.’
I’m calling this Considerate Consumption. Let’s hope it catches on.