On Unboxing

On Unboxing

France has banned the promotion of fast fashion.
One of the most popular ways this used to happen? Unboxing clips by influencers, often heavily sponsored by ultra-fast fashion brands (let’s just call it “dirty fashion” from here on).

To me, unboxing clips are yet another clever hack of our human neurobiology. We love abundance, and there’s nothing wrong with that. Nature itself is abundant: lambs and blossoms in spring, fruit in summer, nuts in autumn. 

I remember when my mother came home from visiting my aunt, her sister. Once or twice a year, they would clear out their closets, and I’d get all the clothes my cousin had outgrown. I loved the abundance of possibilities: dresses, shirts, trousers, all new to me. Of course, I’d ask my mother to change a button here or adjust a seam there.

A friend of mine, who grew up in a large family, still remembers the twice-yearly feast of switching clothes for the season. She was so proud when she could finally wear that beautiful dress her older sisters had worn before her. A seamstress would come by to help with some of the details.

We love abundance. Nothing wrong with that. But dirty fashion has twisted this joy into something deeply unsustainable. Bad for the planet, and bad for your wallet.

I hope France can keep the clothing-swap unboxing clips online, while restricting the dirty fashion versions. We made some TikToks about a huge, sustainable, free fashion haul. You can check it out at the @meuck.europe TikTok!