In addition to ‘flygskam’ (flight-shaming) and ‘smygflyga’ (flying on the sly), Sweden has now designated yet another new term, ‘köpskam’ referring to the shame associated with shopping. ‘I was asked if I think we will have a smaller wardrobe in the future due to this emerging trend. But I do not actually think we will have fewer clothes in our wardrobes in the future’ said Nina Campioni, a fashion journalist.
‘However, we will buy new clothes less often and we will be more mindful when we do. We will invest in garments that last longer and be more loyal to a few brands that we can trust and identify with.’
Nina added that: ‘Trends will remain and still be interesting. I think we have a need to be trendy and see changes in fashion. We do not want everyone to look exactly alike and it will continue to be important for both individuals and society at large. Fashion is personal and political; it reflects who you are and what the society looks like. But, in the future, we may not see shifts as rapid. We will purchase trendy items on second hand more often or rent for special occasions. We already see that this is increasing.’
‘We have also learned that fashion trends repeat. Just as I have received clothes from my mother that she used when she was young, I want to save quality garments for my daughter. So, when I clean in my wardrobe, I usually put away favourite garments that I know will trend again but not necessarily be used at that moment. The garments I no longer use or want to save I resell, give to second hand or recycle. But before this is done, all this textile also needs its storage space. In our recycling room, we therefore also have a bag for recycling textiles.’
Nina concluded that: ‘We will still need a decent sized wardrobe. But a more sustainable and long-term one. And preferably a flexible storage system that we can adapt to our changing needs and that utilises our living space to the maximum.
‘Because it is not just about mother earth feeling better by getting a more sustainable wardrobe. It is also about our mental health, as I think we feel bad from the disposable product mentality and the short lifespan of goods when we do not value what we have. We have to be better at that.’