THE ENVIRONMENTAL TOLL OF INSTAGRAM FASHION: EXPLORING ITS CULTURAL AND ENVIRONMENTAL EFFECTS IN PESHAWAR
Keywords:
Environmental pollution, Fast fashion, Instagram stories, SDGS, Social media influencersAbstract
The paper examines the impact of the Instagram fashion trends on culture and the environment in Pakistan and how Instagram stories influence consumer behavior, cultural identity, and sustainability practices. This study explores the effect of digital fashion trends in Peshawar accessed via Instagram stories, interviews and social media. Research shows that Instagram is encouraging ‘fast fashion’ – it’s promoting western clothing, consumerism and neglecting local traditions. This research not only helps towards cultural integration but also raises matters of concern regarding environment like waste, overproduction and unsustainability. The results show that Instagram is a cultural integration and a commercial oriented network, which provokes some relevant reflections on globalization, digital media and environmental responsibility. The paper urges the need to pay more attention to sustainable alternatives to fast fashion that allow for preservation of cultural identity while tackling the environmental impact of fast fashion.
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