In today’s digital age, social networking sites have revolutionised the way individuals interact, communicate, and express themselves (Papacharissi, 2010). Social networking sites such as Depop and Instagram are vital players in promoting sustainable practices within the fashion industry. In the realm of fashion, the emergence of sustainable practices is becoming increasingly prevalent, driven by social media platforms like Instagram and Depop which are at the forefront of promoting sustainable fashion by leveraging their vast user bases and influential networks (Page & Hur, 2023). In this essay, we will explore how social media platforms facilitate sustainable fashion advocacy, empower influencers, and promote connections among users (Meikle et al., 2018). By examining the role of social networking sites in promoting sustainability, we aim to highlight their potential to drive meaningful change within the fashion industry and pave the way for a more eco-friendly future.

Social network sites enable individuals to create member profiles, connect with both existing and potential friends as well as explore other user’s connections. Such platforms excel in supporting self-presentation through text, photos and many more (Papacharissi, 2010). These online social networks have begun to significantly influence both individual and collective identities. They function as a third place for self-presentation and fostering communities. In an attempt to cater to a wide range of cultural and social interests, these sites provide additional features such as blogging, sharing audio or visual content and facilitating professional networking (Page & Hur, 2023). However, each social media app is different and provides special features especially tailored to the purpose of the app. In the case of Depop, it features a selling function that is showcased in the app (Depop, 2023). Whether users are engaging in status updates or exclusive memberships, social network sites bridge connections across various niches, extending beyond their original intended audiences. Private social spaces are maintained by enabling users to create personal profiles, connect with friends and utilize various communication tools (Papacharissi, 2010). In terms of Instagram, a private social space exists in the Direct Messaging section as well as the ability for users to make their account private and control who has access to their posts and information (Meta, 2023).

In the context of my selected conference stream on online networks and social change, it is important to highlight the concept of connective action which focuses on how social media enables individuals to connect and collaborate in promoting sustainable fashion (Meikle et al., 2018). Additionally, considering the concept of the public and how it influences communicative interactions within social networking sites, the idea of the public explores how individuals engage with strangers and social media organizations through their online presence (Ojala & Ripatti-Torniainen, 2023). Connective action plays a significant role in the realm of sustainable fashion promotion, allowing users including influencers to form connections around shared interests and values through social media platforms like Instagram and Depop. These networks function predominantly through the organizational mechanisms of social media, allowing for the circulation of information and the mobilization of collective action. This form of connective action presents windows of opportunity for the eradication of fast fashion, empowering users to easily advocate for sustainable fashion policies and effect positive change within the industry (Meikle et al., 2018).

Depop, with its strong emphasis on sustainability and inclusivity, has emerged as a significant player in the sustainable fashion movement. With 30 million users, the prominent marketplace serves as a third place where individuals can sell their outgrown clothing and buy preloved garments (Depop, 2023). The fashion-based social media platform exhibits an extensive range of categories from womenswear and menswear to jewelry and beauty products. By promoting the reuse and recycling of clothing, Depop contributes to reducing the environmental footprint of the fashion industry being the 10th most visited fashion site among Generation Z consumers. Furthermore, its commitment to creating a more inclusive and diverse fashion industry aligns with the ethos of sustainability. Through Depop, influencers and users alike can showcase their unique style while advocating for sustainable consumption practices. Depop’s increasing popularity has significant potential to decrease the necessity for producing new garments to meet consumer demands (Page & Hur, 2023).

Instagram, a subsidiary of Meta, has become a pivotal platform for influencers to advocate for sustainable fashion (Meta, 2023). The third most popular social media platform aims to stimulate connections by easing photo and video sharing, bringing users closer to what they love. Its extensive reach and user-friendly interface allow users to seamlessly explore and engage with content creators and topics of interest (Page & Hur, 2023). With its wide reach and user-friendly interface, Instagram facilitates photo and video sharing, enabling influencers to connect with their audience on a personal level (Meikle et al., 2018). By showcasing eco-friendly outfits, promoting sustainable brands, and educating followers about the importance of conscious consumption, influencers on Instagram play a crucial role in driving positive behavior change. Moreover, Instagram’s various features, such as Stories and IGTV, provide influencers with creative tools to amplify their message and inspire action among their followers. Moreover, with over 2.4 billion users, Instagram caters to various cultural and social interests by offering copious features such as Stories, Reels, Shopping and many more (Meta, 2023). This provides a third place for users who share interests in fashion and sustainability to connect while expanding the shared interest beyond their initial target audience (Papacharissi, 2010).

Depop, catering to Generation Z, cleverly leverages Instagram’s user base. By encouraging users to include links to both their Instagram and Depop accounts on both platforms, the platforms seamlessly connect (Page & Hur, 2023). This synergy benefits both social media sites and users alike. Sellers can promote their preloved clothing while fostering connections with like-minded individuals, all while contributing to environmental sustainability (Meikle et al., 2018). Fashion influencers on Instagram use their platform to promote the exchange of second hand clothing to their followers. An example of this is Charli XCX who is a famous singer-songwriter with 4.5 million followers on Instagram. The pop star posted a reel on Instagram announcing that she would be selling custom garments from her music videos along with items from her personal wardrobe on Depop, available for the general public to purchase (Depop, 2022). Additionally, a conventional feature of Depop is to exchange direct messages with a seller in order to organize the transaction. This implies that even though Instagram has certain boundaries preventing fans from messaging celebrities, Depop users are able to interact with influencers they look up to in a nonchalant manner.

The growth of Instagram and Depop has caused a shift in consumer behavior from fast fashion to slow fashion. While social networks were once used to promote fast fashion, they now serve as platforms for advocating sustainable consumption practices. This transformation has led to the emergence of reselling apps like Depop, which leverages the same tools as social networks to promote circularity within the fashion industry (Page & Hur, 2023). Through self-presentation and community building, social networking sites play a crucial role in shaping individual and collective identities within the fashion community (Papacharissi, 2010). According to Olson (1965), individuals with shared interests will only collaborate to address common issues if the benefits outweigh the costs. In terms of Depop, the costs are negligible given that companies don’t have to spend as much money producing too many garments, Depop buyers get a discounted price for the outfit they’ve been longing for and Depop sellers make a profit on clothes that would’ve just ended up in the bin (Meikle et al., 2018).

On the other hand, critics may argue that social media sites have exacerbated the issue of fast fashion. The endless scrolling feature intensifies the addictive nature of apps, tailoring content precisely to individual users through algorithms (Molina-Prados et al., 2022). Through the use of this, social networking sites have revolutionized the way companies interact with consumers by opening up new avenues for marketing opportunities and allowing their brand-related content and presence on social media to significantly influence consumer decisions and behavior. Furthermore, social media influencers promote brand after brand which drives the constant shift in fashion trends. Additionally, the internet trend involving fashion hauls, where countless influencers participate in bulk buying clothing sponsored by fast fashion companies to increase their followers and consumer base, has detrimental implications for the environment (Clarke et al., 2019). In the digital age, viewers have started to challenge being able to distinguish between genuine social content and marketing strategies from the social media users they follow. The savvy influencers have learned to seamlessly integrate advertisements into their Instagram accounts, blurring the line between genuine interactions and promotional content (Molina-Prados et al., 2022). It is argued that while social networking sites provide a great space for connecting with others and building communities, it is crucial to recognize that platforms such as Depop and Instagram turn individuals into digital laborers (Papacharissi, 2010). In the case of Depop, this lies in the hefty 10% taken off the earnings of the user for every item sold (Depop, 2023). This holds particular significance for Generation Z, currently the most influential and present generation on popular social media apps. Their ripe age causes them to be highly susceptible to marketing tactics cleverly disguised as harmless social media influencer content. Although the generation creates a demand for sustainable and ethically sourced fashion, the growing integration of brands with social media users blurs ethical boundaries, making it a challenge for conscientious consumers (Molina-Prados et al., 2022).

Moreover, I believe this is not ultimately the case and social media sites such as Depop and Instagram play a crucial role in advocating for sustainable practices within the fashion sector. While Depop and Instagram without a doubt make a huge profit out of their customers, these users also benefit from these platforms and find satisfaction in using them given that these social networking sites empower their users to make informed choices and contribute to positive change. Additionally, Generation Z in particular demonstrates a heightened awareness of their consumption habits compared to other generations. This generation poses a significant challenge to the fast fashion industry due to their prioritization of durable, sustainable and ethically sourced clothing (Molina-Prados et al., 2022). Despite concerns about the negative impact of social media on fast fashion, it is essential to recognize the significant role that platforms like Depop and Instagram play in advocating for sustainable practices within the fashion industry. By leveraging the reach and influence of social media, influencers and users alike can amplify the message of sustainability, driving demand for environmentally friendly practices and products. Moreover, the seamless integration of sustainability initiatives into the fabric of these platforms fosters a sense of community and collective action among users, further propelling the movement towards sustainable fashion (Page & Hur, 2023). Thus, while challenges persist, social media platforms ultimately serve as catalysts for change within the fashion industry, paving the way for a more sustainable future.

Molina-Prados, A., Muñoz-Leiva, F., & Prados-Peña, M. B. (2022). The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce. Journal of Fashion Marketing and Management: An International Journal, 27(3), 495–515. https://doi.org/10.1108/jfmm-12-2020-0275

Meikle, G., Papacharissi, Z., & Trevey, M. T. (2018). The Routledge companion to media and activism (1st ed., pp. 87–96). Routledge.

Ojala, M., & Ripatti-Torniainen, L. (2023). Where is the public of ‘networked publics’? A critical analysis of the theoretical limitations of online publics research. European Journal of Communication, 0(0). https://doi.org/10.1177/02673231231210207

Page, E., & Hur, E. (2023). Effects of Instagram Influencers on the Adoption of Secondhand Fashion Consumption. Advances in Marketing, Customer Relationship Management, and E-Services Book Series, 75–91. https://doi.org/10.4018/978-1-6684-8753-2.ch005

Zizi Papacharissi. (2010). A Networked Self: Identity, Community, and Culture on Social Network Sites (1st ed., pp. 304–318). Taylor & Francis Group.