Influencers are called influencers for a reason. Beyond fame and aesthetics, they shape opinions, set trends, and influence how people think, shop, and live – especially when it comes to fashion.
But not every influence is positive.
In the world of fast fashion, every purchase has consequences – it’s either contributing to the problem or becoming part of the solution. And more often than not, influencers are steering us toward the former.
Influencers: Fast Fashion’s Heroes Or Villains?
If you’re a fashionista, every time you scroll through TikTok or Instagram, you’re bound to hear: “Hey guys, come do a Shein haul with me!” and there will be videos of fashion influencers proudly displaying their overflowing bags of fast fashion finds from brands like Shein, Zara, Uniqlo, or the latest online giants such as Temu and Taobao.
At the same time, such videos often end with phrases like “Comment your favourite!” or “Grab yours now!” – persuasive lines that are overused to get thousands of followers jumping on the trend and clicking ‘buy’ without second thoughts.
Some influencers even collaborate with these brands, actively promoting their sales, all whilst turning a blind eye to the fact that they’re essentially turning fast fashion into full-blown marketing campaigns.
However, what does this mean for the environment? Are they merely innocently following trends, or are they fuelling a culture of overconsumption and waste? More importantly, can they ever be part of the solution?
The Hidden Ugly Truth of Fast Fashion
In 2021, fabric waste made up 3.1% (432,901 tonnes) of Malaysia’s total waste, or about 173 Olympic-sized swimming pools worth of discarded clothes[1].
But wait, that’s just the tip of the iceberg.
The fashion industry is a huge drain on our resources. First off, it takes a whopping 700 gallons of water to make just one cotton shirt, and 2,000 gallons for a single pair of jeans. When it comes to dyeing all those clothes, it’s not just about getting the right colour; it’s one of the biggest polluters of water in the world, as these toxic chemicals are often dumped straight into rivers[2].
Then there are microplastics, including synthetic materials such as polyester, nylon, and acrylic. Every time they are washed, they shed tiny plastic particles, and guess where they end up? Yup, the ocean.
With the fashion industry cranking out 80 billion new pieces of clothing each year, microplastics are becoming a pretty big worrying issue.
Additionally, the process of converting plastic fibres into textiles is already an energy-intensive process that requires significant amounts of petroleum and emits volatile particulate matter and acids such as hydrogen chloride[2].
What’s This Got To Do With You(th)?
Fast fashion still has a strong grip on people, even with all the awareness around how bad it is for the planet. So why is that?
For starters, it’s cheap. While some brands try to offer eco-friendly pieces at lower prices, fast fashion brands can still churn out clothes for even less. So for the average shopper, it just feels easier on the wallet.
Then there’s the convenience. Sites like Shein and Temu are everywhere on social media, especially TikTok. You’ll see influencers showing off their latest hauls, with handy links straight to the product. It’s way too easy to just tap “add to cart” or click on the “yellow bag” and buy something in seconds.
And of course, trends move fast, especially for Gen Z and Millennials who want to stay stylish without breaking the bank. Fast fashion keeps up with that pace, offering new looks all the time at prices that are hard to resist. The downside? It comes at the cost of the environment, and most people don’t stop to think about that[3].
So yes, this does have everything to do with you. What you wear today could help shape a more sustainable tomorrow.
Style Without The Guilt
Making better fashion choices can feel overwhelming, but it doesn’t have to be. You don’t need to give up your style to be sustainable – it just takes a few small shifts that go a long way.
Start by understanding what sustainable fashion really means. It’s not just about buying clothes made of organic cotton. It’s about the whole process from how the clothes are made, who made them, what they’re made from, how long they’ll last, and what happens to them once you’re done wearing them[4].
Once that clicks, the next step is simple: buy less, choose well. Go for pieces you’ll actually rewear and love for the long haul. And don’t sleep on second-hand finds as thrift and vintage shopping is becoming more popular, especially among younger generations, thanks to how affordable and unique the pieces can be.
Got a wedding or annual dinner coming up? Instead of buying something you’ll only wear once, rent your outfit. It’s cheaper, easier on the planet, and still lets you look amazing[4].
And finally, if you’re buying new, support brands that walk the sustainability talk. Look for ones that are transparent about how they source and produce. Some standout sustainable fashion brands in Malaysia include Changgih Designs, Terrae, Earth Heir, LI’s, Kualesa, Kanoe, Fern, MUNI, Tanoti, Batik Boutique, and TALEE[5].
Local Voices Leading The Green Scene
Thankfully, not all fashion influencers push fast fashion. Some are doing quite the opposite, and these people include Najah Onn, Melissa Tan, and Seri Mizani. These style queens are using their platforms to promote sustainability and conscious living – good influencers worthy of following.
#1: Melissa Tan
Melissa Tan, a well-known voice in Malaysia’s sustainability movement, with a background as a model, along with a strong commitment to environmental activism. Often described as “beauty with brains,” Melissa uses her platform to speak out on eco-conscious living, with a special focus on fashion waste.
Melissa now champions zero-waste practices and encourages others to rethink their habits. Her mission is to help slow down the damage to our planet – one mindful choice at a time[6].
Each of us should understand that our actions are votes for the future we want to see. The more we buy fast fashion, the more we perpetuate harmful practices in the fashion industry. However, we all have the power to influence change. – Melissa Tan, Climate Action & Sustainability Advocate[6]
#2: Seri Mizani
Seri Mizani is a rising voice in the sustainable fashion scene, who is known for her vibrant style and eco-conscious mindset. Inspired by her maximalist mum and a touch of early-2010s Vanessa Hudgens flair, Seri blends fashion with purpose, making a point that you can look good while doing good.
Through her popular ##serivingecoseries on Instagram, she educates her followers and fans on mindful shopping, upcycling, and sustainable living. Whether she’s thrifting, DIY-ing her outfits, or advocating for conscious consumerism, Seri is all about making stylish choices that are kind and safe for the planet[7].
What I’m most proud of is building a community that supports my advocacy for sustainability in fashion. I see myself as an ever-evolving being, and my journey is the reflection of evolution. – Seri Mizani[8]
#3: Najah Onn
Najah Onn, a Malaysian-Australian fashion advocate behind FASHINFIDELITY, a 3-in-1 platform that provides news, community, and consultancy services for sustainable fashion. With a background in environmental engineering, she’s passionate about shaking up the fashion supply chain and promoting sustainable practices. Najah believes that real change starts from the ground up with informed consumers and businesses. At the same time, she advocates local solutions that respect culture while addressing global issues[9].
Sustainable fashion isn’t about buying expensive fabrics. It’s a way of life and a way of thinking. In the Southeast Asian context, it has to do with sourcing locally, not importing so many materials. It’s using local resources, working with local people and businesses and ultimately, placing value in our own heritage and culture. – Najah Onn[10]
Written by Noor Ainun Jariah Noor Harun
Explore our sources:
- FASHINFIDELITY. (2024). Fabric waste. Instagram. Link
- R. Maiti. (2025). The Environmental Impact of Fast Fashion, Explained. Earth.Org. Link
- B. Sierra. (n.d). The Psychology of Fast Fashion: Why Conversation About Fast Fashion Evokes Such Strong Emotions In Us. The Sustainable Fashion Forum. Link
- TOI Lifestyle Desk. (2025). How to make sustainable fashion choices without compromising on style. Times of India. Link
- Team Zerrin. (2022). Sustainable Fashion Guides: A growing guide to sustainable fashion brands in Malaysia. Zerrin. Link
- I. Salleh. (2024). Melissa Tan Tackles the Challenges of Fast Fashion & Advocates for Sustainability. Glitz. Link
- S. Sivabalan. (2020). 5 Influential Malaysian Women Who Support Sustainability. Biji Biji Ethical Fashion. Link
- L. Chai. (2024) Avant Guard: Sustainable Fashion with Seri Mizani. Grazia. Link
- FASHINFIDELITY. (n.d). Our Story. Link
- T. Jayatilaka. (2022).Meet Najah Onn, the Environmental Engineer Making Sustainable Fashion a Reality. Tatler. Link
