(HW) A new pair of jeans for every season

The fashion industry knows more than four seasons - and every season comes with its own trends, colours and "must-have-items". It is quite the brilliant marketing technique to be fair: the entire beauty industry aligns, all magazines and ads promote a certain style (even sunglasses go with the flow) and while we are at the height of one of those short lived fasion periods, we are already given a preview on what will be the trend in the season to follow.
The changes are usually quite subtle so over time, our wardrobe keeps changing constantly, just to re-stock it with pretty much the same items a couple of years later.

Checking through youtube and watching some "Spring haul" or "How to be trendy" videos for research horryfies me - how long will these clothes be worn before they are thrown away again? This is such an incredible waste of both ressources and money - but as long as we are stylish it doesn't matter, right?

 "Every girls dream wardrobe!"

What the fashion industry has created is need. Just like in so many other branches of industry, we are led to believe that there is something we are missing out on that needs to be filled - you could call it an exploitation of something, that in all honesty is quite human. Everybody has something they are passionate about and want to have in their life but if this thing is something that only comes in a bulk and needs very frequent replacement, maybe we should ask ourselves if it is really worth it afterall.

Huge discount companies like Primark (everybody's favourite example of evil, whereas H&M is not much better at all) absolutely benefit from our need to consume and stay modern. But buying something more sustainable or higher quality is more expensive, which equals less loot in total. Since trends are short lived, no one cares, if the shirt breaks down after a year or so, because we won't wear it anymore anyways by then.
I personally think that this gap within ourselves that is on constant demand is better filled with something else - something, money cannot buy.