Joyful Living, Ethical Fashion: Embrace Hedonism for a Better Fashion Industry

The fast fashion industry, propelled by major brands like Shein, is rapidly producing cheap, trendy clothing and experiencing exponential growth. They have excelled in crafting false, albeit compelling branding that entices us with trends that go beyond mere attire. Fast fashion brands have perfected the art of promising us an elevated identity, one that is cooler, prettier, and trendier. The fashion industry has long since transcended its utilitarian purpose by creating a meaning far beyond its material function. This transformation has given rise to the phenomenon of hedonistic shopping amidst fast fashion. However, hedonism can be a good thing for solutions needed in the industry. In this blog article, we will explore how hedonism can help us create an ethical fashion industry, despite the boom of fast fashion.

Hedonistic Shopping and its Significance

Hedonistic shopping is characterized by its festive, playful, and experiential nature. It focuses on the enjoyment and pleasure derived from our shopping experience versus just the clothing we are buying. Recognizing this shift in consumer behavior is crucial to understanding the significant influence of fast fashion, which is largely driven by online shopping. Never before has it been so easy to buy cheap clothing online that can arrive within days. The allure of fast fashion is also deeply intertwined with our fast-paced culture where we want things immediately. We are used to not taking too much time or effort in our shopping process. We are also, no doubt, influenced by price consciousness, which is an awareness we can get clothing at a cheaper price. It can even be fun and thrilling to get clothing at a lower price, especially in the face of rising rent prices and living costs. This hedonistic shopping of buying large amounts of trendy, but cheaply-made clothing can certainly be exciting, but we must consider its negative effects on others. 

Sustainable fashion has emerged as a solution in the face of issues found in fast fashion, which include sweatshop labor, environmental degradation, and workplace violations. Entrepreneurs have created sustainable fashion brands to offer clothing made from sustainable fabrics, fair-labor factories, and ethical and sustainable practices. Although sustainable fashion brands are more expensive, they still align with the hedonic aspect of shopping. Their target consumers are often termed “conscious consumers”, people who care about buying quality, well-made products because it brings further joy and personal fulfillment compared to fast fashion. This is essential to hedonistic shopping, given that philosophically, hedonism argues that a good life is inherently linked to happiness, where physical or attitudinal pleasure is seen as a key component of well-being. 

Ethical Fashion and Hedonism 

Hedonism's roots trace back to ancient philosophers like Epicurus, who advocated for inner peace and intellectual clarity as the highest forms of pleasure. John Stuart Mill further refined this concept, emphasizing the value of intellectual and artistic pursuits. Hedonism allows for a  flexible approach that lets us define our path to happiness by our autonomous choices, even if they may not always lead to immediate happiness. This autonomy empowers us to make conscious decisions that align with ethical fashion, given it promotes happiness through its responsible and conscious production practices. In addition, ethical fashion is an instrumental good- a means towards positive change. When done right, it benefits the environment, marginalized communities, and our overall well-being. The pursuit of pleasure in the face of a climate crisis has given rise to a concept known as eco-hedonism, which emphasizes conscientious actions that address current environmental issues within a fulfilling life. This fulfilling life should also encompass a sense of mindful and compassionate progress toward climate justice, ideally marked by joyfulness.

Seeking hedonism can lead to an ethical fashion industry if we take away a key concept from Aristotle, a normative philosopher, who believed that happiness is not simply what we feel, but rather a result of what we do and how we live. Inner conflicts can and have emerged from being responsible and sustainable versus pleasure-seeking and instinctive. Navigating internal conflicts requires avoiding overconsumption, societal pressures, peer influence, and succumbing to fast fashion branding. This balance is critical in the face of a slew of social issues, and we must be wary of harmful indulgence and painful asceticism, two extremes indicating an imbalance. Consider embracing ethical fashion as a route to a life based on conscious action, an activity of the soul that takes practice of virtues and community. It can lead to a fulfilling life with positive impacts on both your physical and mental well-being, as well as instill a sense of purpose and meaning.

Let's embark on an exhilarating journey towards a joyful life, all while championing the well-being of both people and the planet within the fashion industry. A great way to begin this process is by taking social action, given we cannot simply solve the issues in the fashion industry on an intellectual level. We need to actively engage with our intelligence, our emotions, our intuition, and our body. Embrace experiential learning and consider adopting the mindset of a "conscious hedonist"-, enjoying life without being enslaved to desires. Engaging in ethical fashion will be an ongoing process and practice because we will always need to scrutinize cravings and impulses. This is given that ethical fashion often requires a reduction of consumption and goods and making green adjustments, however, it may not lead to suffering. It could very well lead to more happiness and higher well-being. Taking voluntary action rooted in non-materialistic values empowers us to make a real difference. And, while individual efforts are commendable, what we truly need are genuine, holistic solutions that demand systemic change in the industry. So amidst this, let hedonism inspire us to infuse our daily actions with moments of profound enjoyment, elevating the ordinary to the sacred. It will require time and dedication, but the result — a thriving life that causes no harm to others or the Earth — will be more than worth it.