Life after Fast Fashion

There are some women who are effortlessly put together, immaculately turned out  walking advertisements for uniform dressing. I’m not one of them.

I’d say these women won’t struggle so much with Life After Fast Fashion. They already have a sustainable wardrobe of classic basics and timeless ‘pieces’ they use to maintain their beyond-chic daily uniform.

No no. Victims of the looming fashion revolution will be those who describe themselves as ‘eclectic’ or who follow trends like they were going out of fashion (which they always are).

That would be me about 15 years ago. My name is Joanne Gambale and I’m a fashion addict. I love clothes, I love fashion, I love fabric, I love shapes, I love colour, I love detail, I love lamp. I really do love a lamp and shade (it’s like a dress on a light). 

I used to sneak out of my magazine writing job in London mid-noughties to buy £10 shift dresses and £15 trench coats at Primark.  

An estimated £140 million worth (around 350,000 tonnes) of used clothing goes to Britain’s landfill every year. I’d say my shopping habits that year accounted for at least five tonnes of the total figure (the net worth being relatively small of course. We’re talking Primark here).


Today I am clean. At least, clean of Fast Fashion. I give the fashion giants a wide berth, I even steer clear of most smaller (virgin cloth) shops where I can, until I know #whomademyclothes, how the fabric was produced and how much waste was involved in the process. ugh. That tends to spoil the fun of shopping so I fulfil my fashion needs (which are still as present as ever) with Vintage and Thrifting. 

The key here is I AM STILL HAVING SO MUCH FUN — no, MUCH MORE FUN — and my wardrobe has reached that elusive point where I never look at it and think: “I have nothing to wear.” It is a cross between a little girl’s fantasy and a gay man’s hell (read: I love normcore mixed with glitz and I am NOT immaculately turned out) — but it’s exactly how I want it.

You too can create whatever style you want — vintage doesn’t have to mean 80s shoulder pads or 50s circle skirts. Just read my story for Emma Watson’s favourite fashion app Good on You. I go in-depth on the subject of aligning favourite high street stores with vintage alternatives so you can find your new go-to.

Guys, I want to shout it to the world that ANY lover of Fast Fashion can find a love — no, passion — for vintage and thrifting.

If I can switch, so can you.


Follow my blog, Instagram and Facebook pages for more tips and tricks as you transition into Slow Fashion.


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