How I gave up fast fashion and found my style with Laura from @Lauracurates

Let's start at the beginning. When did you develop a love for fashion and was it fast fashion from the word go?

I’ve loved fashion for as long as I can remember. Growing up in the 90s, I have early childhood memories of creating shoes out of pieces of cardboard & magazine cuttings, trotting around the house, thinking it was the coolest thing ever. In my teens I’d spend pocket money on Elle Girl & Teen Vogue.. making collages and daydreaming over the outfits, ads & pages. It wasn’t always fast fashion… Age ~15, my cousin and I excitably plotted, some early version of what we’d now call a resale business, to be named ‘LALU’ (Laura & Lucy); buying second hand and selling treasure pieces on… it never quite made it to fruition - we thrived on the buying, and stalled on the selling (we could never part with our finds!). A metallic gold quilted chain handle Chanel-inspired cross body vintage bag sticks in my memory the most, along with a pair of white low heel court shoes - I’d still wear both now if I’d have kept them!

How often did you shop and what were your go-to shops?

A. Fast fashion & weekly shopping trips entered the scene when I was a teen. The arrival of H&M, Zara & Primark stores to Nottingham city centre dangerously coincided with my first pay cheques from weekend jobs. All of a sudden I could buy multiple outfits, and experiment with different looks. This felt exciting, and gave a sense of freedom at the time. I’m sure many millennials can relate. The fast fashion addiction accelerated at university in Manchester - I’d rummage through the rails in Primark on Piccadilly Gardens, finding a new dress for each night out.. I couldn’t have possibly turned up at tiger tiger in the same outfit twice!

When did your attitude toward fast fashion start to change and what was the trigger?

My attitude (and broader perspective on life) changed, following a period of burnout in 2022. Experiencing a complete mental shutdown & hitting rock bottom was my body’s way of saying enough is enough- I imagined it was saying “You are a human, not a machine - stop trying to act like one!”. I started to associate fast pace, profit over people, and general lack of human approach in modern day life as not only unsustainable but highly damaging to our planet,  & to human health. I identified patterns and associations between my own experience & other industries and started to think critically about things I’d taken for granted in the past. Ultimately I figured out that fast fashion was completely & utterly misaligned with my newly formed values. There was no question about it; the toxic fast fashion relationship was over & there was no going back.

@Lauracurates in one of her lift selfies

How has your style changed / improved since you started to slow down and shop more pre loved and vintage? 

Since shopping preloved & vintage, my true sense of style has definitely evolved. I wonder if it has changed, or if it has just become clearer - I like to think my inner style has come to the surface It has for sure strengthened and become more refined. I’ve gained certainty in what feels right for me, a different level of awareness about how clothes make me feel.. whilst there are more options of style (decades to choose from), there’s less external noise & distraction. Less of the daily ‘buy me I’m on trend!!!’ , & more of the occasional  ‘oh, that piece feels perfect for me’.

Laura shared a few of her "before" pictures with us, deep in her fast fashion days...

What are your tips for dressing / shopping in a more considered, sustainable way? 

I think it’s important to remember that it’s an imperfect journey, but it all starts with the mindset shift. The sweet spot thoughts being a combination of:

• Look Outward: To the bigger picture impact of our purchases on other people & our planet. From creation of the garment & supply chain, right through to the end of the garments life. 

• Look Inward: Consider style as something very personal. Spend time to figure yourself out. Use digital wardrobe apps, take photos, take note. Fall in love with your wardrobe, and the hunt for your perfect items, instead of the ‘new in’ rail.

If you’re engaged with these 2 things, the shift happens naturally. You want to shop from value-led businesses, you want to buy the right things, and you start to adore the things you own.

What is your advice for someone wanting to reduce their consumption and improve their wardrobe by buying less fast fashion, Where should they start?

There are so many tips & tricks that I could delve into. If I had to pick one, it would be Pause, and consciously think before any purchase. It’s beautifully simple, doesn’t cost a penny & I feel it really is the most powerful place to start. Fast fashion thrives on urgency and subconscious impulsive behaviours, so be rebellious… do the opposite, activate your beautiful mind & take your power back. 

Laura, a 36yr old Londoner, is a fast fashion junkie turned slow fashion advocate. She champions conscious consumption, second hand sustainable businesses and personal style on Instagram, all based on her personal experiences and journey.

@lauracurates on Instagram