Can A Sustainable Fashion Influencer Be Sustainable?

Fuelled by my passion for fashion and sustainability, I launched my Instagram account in 2020 with the aim of making sustainable fashion fun and sexy. It’s been a journey of trial, error, and some serious soul-searching along the way, but one thing I’ve always been sure of is this: I want my influence to be as sustainable as the clothes I wear.

Sustainability in fashion is no longer just a buzzword. It’s a lifestyle, a commitment to making mindful choices that benefit both the planet and the people who inhabit it. As a fashion influencer, I’ve had to ask myself some tough questions about what it really means to live sustainably—and, more importantly, what it means to influence others to do the same.

The Rules I Live By: Walking the Walk

1. Collaboration with Purpose

I don’t work with just any brand. I’m incredibly selective about the companies I collaborate with, ensuring they align with my values and actually walk the walk when it comes to sustainability. I’m talking about brands that are fully transparent about their supply chains, use eco-friendly materials, and are dedicated to making a positive impact. Anything less just won’t do.

That means turning down big paydays from brands that greenwash their way into the sustainable conversation. I’ve had offers from brands that promise "eco-friendly" products, but when you dig deeper, it’s clear that they’re simply slapping a green label on their fast-fashion operations. Not happening on my watch!

2. The Gifted Pieces Dilemma

As much as I appreciate being gifted beautiful pieces from brands, I only accept the ones I genuinely need—or, even better, those I truly want to wear again and again. It’s not about filling my wardrobe with endless free items. It's about making conscious choices and curating a collection that is both sustainable and authentic to my style.

And when I receive a gifted item that doesn’t quite fit, I won’t hesitate to send it back. Simple as that. If I can’t imagine wearing it for years to come, I don’t need it cluttering my closet. After all, fashion is about quality, not quantity.

3. Sharing is Caring: Giveaways to Friends and Family

Let’s talk about something I think more influencers should be doing: passing along the love. When I receive items I don’t need or don’t resonate with my style, I give them away to my friends and family. And here's the bonus—my mum absolutely loves it! She gets to feel like a princess, and I know the items are getting a second life in someone’s wardrobe who will appreciate them.

The best part? It helps cut down on unnecessary waste and keeps the cycle of fashion circulating in a sustainable way. Plus, when I pass along those items, it reinforces the message that sustainability is not just about keeping things for yourself—it’s about sharing and reusing, too.

4. Taking Accountability and Showing Up

At the end of the day, it’s about being real. Sustainable fashion influencers need to practice what they preach. For me, that means walking the walk and talking the talk. The content I create is not just about looking good—it’s about feeling good too, knowing that I’ve made a responsible choice.

The fashion industry has a long way to go, but as influencers, we have the power to shape that change. We need to lead by example. If we want our followers to take sustainability seriously, we need to show them that it’s possible to make conscious, stylish choices without compromising on our values.

Can A Sustainable Fashion Influencer Truly Be Sustainable?

Can a sustainable fashion influencer be truly sustainable? The answer is, yes—but only if we choose to live by the principles we advocate for. It’s about more than just wearing the right brands; it’s about supporting ethical practices, making intentional choices, and using our platforms to amplify those voices that are pushing for real change.

Sustainability isn’t just about what we wear—it’s about how we live, how we influence, and how we empower others to make conscious choices too. It’s not perfect, and it’s certainly a work in progress, but every step in the right direction counts.

So, to all my fellow influencers and fashion enthusiasts: Let’s make sustainable fashion not just a trend, but a movement. Because when we walk the walk, we’re all making the world a little more stylish—and a whole lot greener.

Let’s keep it sexy and sustainable 💚 🌏