Giving Credit Where It’s Dew- Korean Beauty Influence

Cultural Differences & Approach

In the realm of skincare, few cultural exports have surged into global consciousness as much as the phenomenon often labelled K-Beauty (Korean beauty). But beyond catchy product names and viral gimmicks lies technique and products grounded in tradition, ritual, and an approach that emphasises prevention over correction: layering lightweight, hydrating formulas; consistent sun-protection; gentle ingredients; and an aesthetic of the luminous, “glass skin” finish. By contrast, much of the traditional Western skincare trajectory has historically been about correcting damage, with a narrative focus on “fixing” wrinkles, dark spots, acne, etc. (retinoids, strong exfoliants, heavy actives). In contrast, the Korean beauty approach tends to emphasise maintenance: building healthy skin, protecting it, and delaying rather than solely correcting. As one beauty-industry observer notes, “what the Korean aesthetics market is teaching us is to consider skincare as a model of prevention, not correction.” (Scott, featured in Vogue) Vogue+1 Another article reads: “K-Beauty takes a gentle, layered, and long-term approach … rooted in prevention, hydration, and skin barrier health.” Aedit.com | Aesthetic Edit+1 In this sense, Korean skincare culture invites us to consider skin not simply as a surface to be transformed, but as a living interface of continuity and change that is living, responding, aging, and interacting with our environment.

In K-Beauty routines, you’ll see:

  • a strong emphasis on daily sunscreen

  • gentle cleansing (often double-cleansing)

  • toners/essences/serums – layering hydration rather than “shock treatment”

  • lightweight textures, hydration, barrier repair

  • tools and rituals (massage tools, gua sha) becoming part of the routine

Thus, giving credit to K-Beauty means recognising that its value lies not only in its product marketing, but in a cultural approach to skin health, ritual, texture, and longevity.

The Gua Sha Phenomenon: From Traditional Medicine to TikTok Trend

A major part of the Korean (and broader East Asian) skincare conversation today centres on the use of tools like the Gua Sha tool- flat, smooth-edged stones (jade, rose quartz, stainless steel) used to massage the face and neck. While gua sha’s roots reach into broader East Asian medicine, its adoption in Korean skincare routines is significant. Research shows that an 8-week study found marked improvements: for the gua sha group, reductions in facial surface distances (2.23–2.40 mm) and decreases in muscle tone parameters; for the roller group, improvements in skin elasticity (R2 improved ~8.6%). PubMed+1

Origins & Traditional Use

Gua sha (literally “scraping sha”) is rooted in traditional East Asian medicine (TCM) and has a long history: using a smooth-edged tool (sometimes as simple as a coin or spoon) to scrape skin, stimulate circulation, relieve muscle tension, promotes lymphatic drainage. AcuArtistry+2Vogue+2 In facial-skincare adaptation (rather than full-body therapeutic usage), the strokes are gentler, the tool is smaller, and the goal becomes skin tone/contour rather than “draw out toxins” in the original sense. Vogue+1

Popularity Rise on Social Media

In recent years, gua sha has exploded in popularity, especially on platforms like TikTok. For instance, one industry article noted that in 2024 the trend “gua sha” had some 203,000 posts on TikTok, ranking among top skincare trends. Professional Beauty Another piece observed how “Beauty girls … were already used to the idea of jade, or rose quartz … but people were a bit burnt out by those crazy-expensive skin devices … [gua sha] feels like a treat without breaking the bank.” Teen Vogue
This surge means: many people are buying tools, watching tutorials, and expecting rapid sculpting effects, many times without proper instruction or understanding of the origin/context.

Material & Technique Matters

Not all gua sha tools are created equal, and how they’re used matters a great deal, especially if you want to avoid bruising, irritation, or undermining genuine benefit (or cultural context).

  • The tool should have a flat, thin, smooth surface with rounded/blunt edges (so it doesn’t dig or nick skin). ELLE+1

  • Recommended materials: Quality stones like jade, rose quartz, “bian” stone, or stainless steel alternatives. The key isn’t the material’s “magic”, but that the tool glides smoothly and can be cleaned/disinfected. ELLE+1

  • Pre-use preparation: It’s generally advised to prep skin with an emollient/massage oil (so the tool glides instead of tugging). The tool should be held almost flat (approx. 15° angle to skin) to avoid friction. ELLE

  • Technique: Use outward/upward strokes from specific points of face/neck toward lymph nodes (jawline, cheeks, neck). Avoid excessive pressure; avoid active breakout areas if skin is irritated. ELLE+1

  • Frequency: Over-use, heavy pressure, or incorrect tool/technique can lead to bruising, broken capillaries, or irritation. Some experts caution doing it more than 3-4x/week on sensitive skin. ELLE+1

Risks & Misuse

With its rise in popularity, gua sha has become heavily commodified. Some things to look out for include:

  • Technique neglect: Buying a tool doesn’t guarantee safe/effective use. Many TikTok tutorials emphasise quick “contour” effects (jawline snatch, cheekbone lift) without emphasising that circulation/lymph drainage/skin health take time, consistency and gentle touch. Articles caution that benefits for facial gua sha are supported but modest (e.g., improved surface facial distances/muscle tone in small studies) rather than dramatic instant results. PMC

  • Cultural erasure/appropriation: Taking a traditional tool/practice and using it purely as a “viral hack” strips context. For example, one article noted that tools evolved from body therapy (with strong pressure, visible “sha” petechiae) into gentle cosmetic rituals, and when rushed into trend form the origin can be lost. AcuArtistry+1

  • Marketing Deception: Many tools marketed as “jade gua sha for sculpting” or “rose quartz magic” obscure that the actual effect is very technique-and-consistency dependent, and the difference between stones may be minimal. One article argues that while jade/rose quartz look nice, shape and technique matter more than stone “type”. ELLE

How to Use Gua Sha Properly within a K-Beauty Routine

If you want to integrate gua sha into a legitimate Korean-skincare influenced routine (and thus align with both ritual and correct materiality), here’s a step-by-step you can follow, and also the “why” behind each step. Feel free to adapt with your voice, but deliberate technique will lend credibility, which is key given your interest in materiality and deeper meaning.

  1. Cleanse thoroughly: First step in K-Beauty is a double-cleanse (oil/balm then gentle foaming cleanser) to remove sunscreen, makeup, pollutants. Clean skin means the tool glides on real, not on residue.

  2. Apply hydration/essence: Before applying a gua sha tool, apply a hydrating toner, essence or light serum. This sets the platform (material layer) so that the tool doesn’t tug the skin.

  3. Apply an emollient facial oil or balm: Gua sha requires a layer of slip. Choose a high-quality facial oil (light, minimal fragrance, non-comedogenic) so that the tool glides smoothly. As one expert warned: “Using oils that have too many ingredients, fragrance, or are heavy can cause irritation and breakouts.” ELLE

  4. Choose the right tool:

    • Material: jade, rose quartz, bian stone or stainless steel- pick something smooth, comfortable. ELLE+1

    • Shape: flat, thin, blunt curves. One expert: “Ideally, the tool should be flat, thin, blunt with curved edges.” ELLE

    • Clean it before/after use (important for hygiene).

  5. Technique:

    • Hold the tool at ~15° to the skin (so almost glides rather than claws). ELLE

    • Use outward/upward strokes from centre of face: e.g., chin → jawline → cheek → temple; then neck down into collarbone area (lymph nodes).

    • Use gentle pressure. Avoid active acne/pustules (if you have a breakout, treat that area gently or skip). One article: “If you have an active acne breakout, only do gua sha on the chest and neck.” ELLE

    • Duration: a few minutes (5-10) is more than enough for most people; more is not necessarily better.

  6. Finish & protect: After tool use, proceed with your usual serums/moisturiser and sunscreen (if daytime). In K-Beauty patterns, sun protection is a pillar — no ritual tool can substitute for UV defence.

  7. Routine frequency: With most skin types, 2-4 times per week is sufficient. Overdoing it will cause irritation. As one expert: “Not more than three to four times a week” for sensitive skin. ELLE

Staying Informed:

  • Recognise the roots: Gua sha didn’t originate as a “jaw-line sculpting stone” for Instagram or Tik Tok. Its roots are in East Asian medicine, circulation, Lymph drainage. Giving credit means acknowledging that lineage.

  • Material and ritual matter: The tool itself (stone, shape, smoothness) matters less than how you use it — but cheap/unsafe materials or aggressive marketing undermine ritual integrity.

  • Technique over hype: TikTok may showcase flawless faces “after 5 minutes with gua sha!”: real results come from consistency + correct technique + skin health fundamentals (hydration, sunscreen, barrier). Research suggests the effects are modest: e.g., one study found improvements in facial contour and muscle tone with gua sha vs roller over 8 weeks. PMC

  • Part of a larger K-Beauty ecosystem: The tool is one element - other foundations (daily sun protection, gentle layers, hydration, barrier repair) are still core.

  • Avoid over-consumption/misapplication: Buying dozens of tools, chasing hype posts, getting bruised from aggressive strokes, or ignoring foundational routine steps all reduce efficacy and risk harm.

  • Reflecting cultural/contextual integrity: When social media turns a tool into a quick-fix trend, you risk losing the context: the preventive mindset, the care ritual, the layering, the material respect. As you develop your writing voice (yes, with a touch of sass and incongruity), you could point out how the luxury “jade gua sha for $100” is ironically less radical than applying daily sunscreen for thirty year

More on Korean Beauty:

Common Ingredients

  • Acne: gentle cleansers + soothing ingredients (niacinamide, tea tree, mugwort)

  • Hemp / CBD: Popular for soothing and anti-inflammatory benefits, but still under regulatory review in many regions.

  • Dark spots/hyperpigmentation: vitamin C, niacinamide, mild exfoliants

    • Vitamin C: Promotes collagen and brightening when stabilized at the right pH.

  • Aging/wrinkles: peptides, collagen-boosting actives, traditional herbal ingredients

    • Traditional Botanicals (Hanbang): Ingredients like ginseng, green tea, mugwort, and rice reflect Korea’s herbal heritage and are valued for antioxidant and calming effects.

Market & Ethical Notes

Many Korean skincare brands embrace vegan and cruelty-free production, moving away from animal-derived ingredients such as collagen, snail mucin, and beeswax in favor of plant-based or lab-formulated alternatives. Brands like Anua, known for its Heartleaf Soothing Skin Care Set (Anua, n.d.), exemplify this shift by prioritizing vegan ingredients, gentle formulations, and environmentally responsible packaging.

Citations

Anua. (n.d.). Anua Heartleaf Soothing Skin Care Set [Product page]. K Beauty World. https://kbeautyworld.com/products/anua-heartleaf-soothing-skin-care-set

AcuArtistry. (n.d.). The origins and evolution of gua sha in traditional East Asian medicine. AcuArtistry. https://acuartistry.com/ (Use this link or your exact source if you have one—adjust the retrieval date if it’s not a stable page.)

OpenAI. (2025, November 10). Chat with ChatGPT about Korean skincare practices and gua sha traditions [Large language model]. OpenAI. https://chat.openai.com/

Nadim, A., & Rajput, N. (2022). Halal cosmetics and personal care market: Drivers, challenges, and future prospects. Journal of Islamic Marketing, 13(5), 1010–1026. https://doi.org/10.1108/JIMA-03-2021-0087

Park, A. [@aylennpark]. (2023, February 15). [Video of skincare demonstration] [Video]. TikTok. https://www.tiktok.com/@aylennpark/video/7352984549296704814

TikTok. (n.d.). How to use gua sha Korean [TikTok search results]. TikTok. https://www.tiktok.com/search?q=how%20to%20use%20gua%20sha%20korean&t=1762927109657

The World of Blue. (2018, February 21). Korean vs. Western skincare. https://theworldofblue.wordpress.com/2018/02/21/korean-vs-western-skincare/

The World of Blue. (2018, February 21). Korean vs. Western skincare. https://theworldofblue.wordpress.com/2018/02/21/korean-vs-western-skincare/

TikTok. (n.d.). How to use gua sha Korean [TikTok search results]. TikTok. https://www.tiktok.com/search?q=how%20to%20use%20gua%20sha%20korean&t=1762927109657

CODAGE Paris. (n.d.). Gua Sha – Sculpting, Radiance, Detoxifying [Product image, edited by J. Carter-Frem using Canva]. https://www.codageparis.com/products/gua-sha?srsltid=AfmBOooeDoojNC-4HrHj_f_F72hXUs0gyu6LdtwlS08_1yIAirFLZBDB

Carter-Frem, J. (2025). Gua Sha Shapes & Types [Digital image]. Canva.

Anua. (n.d.). Anua Heartleaf Soothing Skin Care Set [Product page]. K Beauty World. https://kbeautyworld.com/products/anua-heartleaf-soothing-skin-care-set

Breaking The Binary: Women in Fashion- Genderless Clothing

In today’s world, the concept of “women’s apparel” is being reimagined. Historically segmented, gendered, and category-driven, women’s wear now confronts a major shift: the rise of genderless (or gender-neutral) clothing. This transformation matters deeply for how we consider the categories, size ranges, and price zones of women’s wear; the branding and designer dynamics at play; the promotional and marketing strategies used; and the broader industry trends shaping the future.

1. Categories, Size Ranges & Price Zones

Women’s apparel has long been divided into use categories (e.g., casual wear, formalwear, activewear/athleisure, bridal), size ranges (misses, juniors, petite, women’s/plus, half‐sizes) and price zones (designer/luxury, bridge, better/contemporary, moderate, budget). The emergence of genderless clothing challenges and reframes each of those dimensions.

Categories in Women’s Apparel:

Genderless clothing frequently draws on categories where functionality and fit are less tied to gendered expectations. For example, oversized blazers, wide‐leg trousers, and unisex outerwear, often appear in what might be labelled women’s wear but with the intent to fit multiple gender identities. As one article notes: “Genderless fashion focuses more on the different sides of the spectrum, masculine and feminine, rather than male or female.” (Sartorial Magazine, 2021) Sartorial Magazine+1

Yet within the women’s wear domain, this raises questions: How do we retain category language (e.g., “women’s daywear”, “women’s formal”) if garments are designed for all genders? Some brands reconceive the category as “for someone who might have shopped the women’s section, but no longer needs that label.” Studio Eva D explains that gender‐neutral clothing has ancient roots: in Egypt, Rome, and Greece- tunics were worn broadly across gender lines. Studio EVA D. Now, categories still exist but are being reframed: rather than “women’s casual” vs “men’s casual”, you see “casual/unisex” or “gender-inclusive activewear”. For women’s apparel, this means expanding or reconceiving their ‘women’s’ lines to be inclusive of identity beyond the binary.

Size Ranges:

The traditional structure in women's wear (misses, petite, plus sizes) is being challenged by genderless design. As one report puts it: gender-neutral fashion is more than unisex; it means “wearing whatever clothing makes you comfortable no matter where you fall on the spectrum of masculine and feminine.” Sartorial Magazine However, size remains a major issue: one commentary notes that gender-neutral fashion “has a sizing problem” because menswear and womenswear bodies differ, and creating one system is complex. Vogue Business For women’s wear brands, this means rethinking the size ladder: instead of strictly “women’s 2/4/6”, some genderless lines adopt S/M/L or adopt size grids based on body measurements and fit factors rather than gender. It also means addressing plus sizes and broader inclusive sizing: if a “women’s” brand offers up to size 16, but the genderless line stops at 8, exclusion problems persist.

Price Zones:

Women’s wear price zones remain active in genderless contexts: luxury brands launching genderless capsules (at premium price), contemporary labels offering accessible gender-fluid lines, and fast fashion introducing genderless basics at budget price points. The critical difference is not the price zone itself, but how genderless apparel avoids or rethinks “women’s premium price for women’s sizes only”. For instance, the brand‐store The Phluid Project (discussed below) emphasises accessible pricing across the gender-free offering. Republic+1

2. Role of Brand Names and Designer Names in Genderless Women’s Wear

Brand names and designer identities have always played a major role in women’s apparel marketing: signalling prestige, heritage, trend leadership, lifestyle, and identity. In the genderless space, these same brand equities evolve: designers and brands become not just fashion influencers for women but agents of identity disruption and inclusion.

Brands historically rooted in women’s wear are now pivoting. For example, a women’s wear designer might launch a genderless capsule to reach beyond cis-women consumers, signalling inclusivity and building new communities. The LinkedIn article “Breaking the Binary: The Rise of Gender-Neutral Fashion …” points out that gender-neutral fashion “is reshaping the apparel industry by challenging traditional male and female labels.”
In the designer sphere, consider how brands associate themselves with genderless: the Phluid Project, launched by veteran retailer Rob Smith, defines itself as “fashion for ANY body and EVERY body.” Republic+1 The brand name, its positioning, its community role, all serve as identity‐markers beyond just women’s wear.

But in women’s apparel specifically, this has implications:

  • Brand names must speak to both historical women’s wear consumers (who expect silhouette, size, fit) and new genderless consumers (who expect inclusivity, fluidity).

  • Designer names associated with women’s collections may need to reposition to avoid being pigeonholed as “women only” if they want to enter the genderless market.

  • Branding and storytelling shift: from “Women who live this lifestyle…” to “Individuals who express themselves…” One article summarises the difference: “Genderless or ‘gender-neutral’ fashion is more than unisex; it means wearing whatever clothing makes you comfortable…” (Sartorial Magazine)

  • In the women’s apparel market, brand and designer names remain powerful, but their narratives are evolving from binary gender marketing to inclusive identity marketing. For your project on women in fashion, noting how women’s wear brands navigate this shift is critical.

3. Advertising and Promotional Activities in Genderless Women’s Apparel

Marketing for women’s wear has traditionally used advertising (print & digital), runway shows, trade shows/market weeks, social media influencers, trunk shows, virtual/AR experiences, and seasonal campaigns aligned with women’s consumer behaviours. With genderless apparel, promotional strategies must incorporate identity‐inclusion, broader audience segmentation, and new storytelling.

Advertising & storytelling:

Traditional women’s apparel ads often feature women models, present women’s lifestyles, and speak to women’s identity in relation to fashion. Genderless campaigns expand this: models of diverse gender identities, inclusive language (“for all”), neutral colours/designs, and stories about self-expression. For example, the LinkedIn piece explains that gender‐neutral fashion is “reshaping the apparel industry … inclusive sizing, non-binary representation…” LinkedIn

Runways & retail activations:

The Phluid Project pioneering store removed “men’s” and “women’s” sections altogether, creating a neutral retail environment. As Teen Vogue explained: “Here, there are no boundaries. No constraints.” Teen Vogue Women’s wear brands adopting genderless lines may participate in unisex/nonbinary runway categories (e.g., at NY Fashion Week) and inclusive events.

Digital/social media: Brands engaging genderless apparel leverage platforms to highlight community, identity and inclusion. Influencers who do not conform to binary gender may be featured. Messaging focuses on self-expression not just appearance.

Promotional strategy adaptation for women’s wear brands: If a brand traditionally marketed to women, launching a genderless line entails:

  • Reworking site navigation: instead of “Women” tab only, maybe “All” or “Gender Neutral” category.

  • Integrating inclusive sizing guides and fit tools that address non-binary bodies.

  • Highlighting brand values of inclusivity and identity.

  • Ensuring marketing materials avoid reinforcing binary gender norms (e.g., pink for women, blue for men). In effect, promotional tools expand: not only “This dress is for women” but “This collection is for anyone who wants to wear it.” This has relevance for your project: women’s apparel marketing no longer exclusively targets cis-women but broadens to gender-inclusive consumers.

4. Trends in the Women’s Apparel Industry

Within the women’s apparel industry, genderless clothing is emerging as a trend that both challenges the segment and offers opportunity. The women’s wear market remains large and influential, but its future is being reshaped (Grand View Research, 2023; Mordor Intelligence, 2025) Grand View Research+1

Trend 1: Genderless / Unisex / Gender-Fluid Fashion:
Major articles emphasise this shift: for example, Sartorial Magazine describes genderless fashion as moving beyond unisex: “wearing whatever clothing makes you comfortable no matter where you fall on the spectrum of masculine and feminine.” Sartorial Magazine The LinkedIn article similarly notes that the rise of gender-neutral fashion is reshaping apparel by challenging male/female labels. LinkedIn This trend has direct implication for women’s wear: rather than women’s collections only, brands may launch genderless lines that coexist or replace women’s lines. This means rethinking silhouettes, sizing, marketing, and pricing.

Trend 2: Identity-driven Consumers and Inclusivity:
Consumers (especially Gen Z) are more fluid in gender identity and expect brands to reflect that. The Phluid Project cited that “81% of Gen Z believe gender does not define a person. 56% of Gen Z shops outside of their assigned gender.” Republic For women’s apparel brands, this means the previously segmented women’s shopper is shifting; brands must consider cross-gender interest, inclusive sizing, and community.

Trend 3: Size and Fit Innovation:
Genderless lines highlight that fit matters irrespective of gender. As noted, the sizing problem remains: “The wrong fit could cause gender dysphoria …” Vogue Business Women’s wear brands now need to address size inclusivity not only for women but for non-binary and trans consumers; this means fit systems that transcend traditional “women’s body” assumptions.

Trend 4: Retail Experience & Category Disruption:
The Phluid Project created a retail space without gendered sections, a radical shift for a segment that has always been divided into women’s, men’s, girls’, etc. Them+1 For women’s apparel, this signals that even retail segmentation is up for disruption: “women’s” as a category may be joined by “all” or “inclusive” as default.

Trend 5: Sustainability and Timeless Design:
Some genderless brands emphasise timeless, inclusive design (less seasonal, less gender-specific). Studio Eva D’s history of gender-neutral clothing highlights that many ancient garments were not gendered and prioritised comfort, movement and durability. Studio EVA D. Women’s wear brands adopting genderless lines may align with sustainability by reducing over-segmentation, less “gender-seasonal” waste, and broader use of garments across identities.

Implications for Women’s Wear Segment:

  • The women’s wear market remains large, but genderless clothing invites brands to expand beyond “female consumers” to a wider identity spectrum.

  • Traditional segmentation (use categories, size, price) must adapt to accommodate new identity frameworks.

  • Brands rooted in women’s wear have to reconsider fit, size, and identity if they want to remain relevant and inclusive.

  • Marketing, retail, and pricing strategies must evolve accordingly: women’s wear that is genderless may require different messaging, new pricing tiers, inclusive sizing and new brand positioning.

  • Ultimately, the binary of “women’s” vs “men’s” wear is being challenged—and women’s wear brands are both at risk of falling behind and at an opportunity frontier.

Why This Matters for Women in Fashion

For women in fashion such as designers, merchandisers, marketers, students, genderless clothing offers both challenge and promise. Because women’s wear has been the gateway segment (setting trends, commanding large share, dictating fashion language), the introduction of genderless apparel means women’s wear professionals must be aware of:

  • Fit & pattern development: Designing for more body types and identity preferences—not simply “women’s body” archetypes.

  • Size inclusivity: Expanding size ranges and adopting sizing models that transcend gender.

  • Brand evolution: Ensuring women’s wear brand names remain relevant and inclusive in a non-binary world.

  • Marketing & retail strategy: Creating campaigns and retail environments that speak beyond gender, while still respecting heritage and consumer expectations.

  • Trend setting: Since women’s wear continues to lead, those working within it have an opportunity to lead the genderless shift—rather than be disrupted by it.

Citations

Fleming, J. (n.d.). Breaking the binary: The rise of gender-neutral fashion and its impact on society. LinkedIn. Retrieved October 25, 2025, from https://www.linkedin.com/pulse/breaking-binary-rise-gender-neutral-fashion-its-impact-q8wqe/

Friedman, V. (2018, July 11). Fashion’s gender-free for all. The New York Times. https://www.nytimes.com/2018/07/11/style/phluid-project-nonbinary-fashion.html

Studio Evad. (n.d.). A brief history of gender-neutral clothing. Retrieved October 25, 2025, from https://www.studioevad.com/brief-history-of-gender-neutral-clothing/

Sartorial Magazine. (2021, April 26). Breaking the binary of fashion. https://sartorialmagazine.com/fashion-1/2021/4/26/breaking-the-binary-of-fashion

OpenAI. (2025, October 25). ChatGPT conversation with Jada CF about “Breaking the Binary: Women in Fashion — Genderless Clothing.” OpenAI. https://chat.openai.com

Arruda, G. (2018, January 30). Women: How to shop and tailor men’s clothing for you. Man For Himself. https://manforhimself.com/posts/tips-women-mens-clothing/

Family Industries. (2023, January 1). The Rise of Gender-Neutral Clothing. https://www.familyindustries.com/blog/the-rise-of-gender-neutral-clothing

OpenAI. (2025, October 25). Breaking the Binary: Women in Fashion — “Genderless Clothing” [Digital image; background edited by Jada CF]. ChatGPT (DALL·E model). https://chat.openai.com

Threads of Care- Sustainability & Animal Ethics in Fashion

Fashion is often viewed through the lens of aesthetics, trends, and consumer identity- but beneath the surface lies a complex entanglement of environmental and ethical issues. Among these, one of the least visible but deeply consequential is the role of animals in the fashion supply chain: from wool and leather to down, fur, silk, and exotic skins. How animals are treated (or mistreated) and how their byproducts are integrated into garments matter not only for animal welfare, but for ecological sustainability more broadly.

Historical Context: Farming, Animal Welfare, and Textiles

Origins of Animal-Based Fabrics

From antiquity, humans used animal-derived materials for clothing. Leather (from hides), wool (from sheep, goats), down (from birds), silk (from silkworms), and furs have long been prized for their warmth, durability, and luxury. Over centuries, these materials became integrated into fashion and textile traditions across cultures.

Industrialization and Intensification

With the Industrial Revolution and modern agricultural intensification, animal farming became more mechanized, with greater scale and efficiency. Simultaneously, textile production turned global and industrial, enabling mass consumption of animal-derived materials. As demand grew, economies of scale often drove practices that prioritised yield and cost reduction over animal welfare.

In the mid–20th century, concerns about intensive animal farming led to the articulation of animal welfare principles. The 1965 Brambell Report (UK) outlined early ideas of animal freedoms (“to stand up, lie down, turn around, clean themselves, and stretch their limbs”), which later evolved into the now widely known “Five Freedoms” (freedom from hunger/thirst, discomfort, pain/injury/disease, fear/distress, and freedom to express normal behaviour) (see, e.g., Cikis Studio article) cikis.studio.

Over time, various welfare certification schemes emerged, particularly for food animals, and sometimes their byproducts (e.g., “free-range,” “organic,” “humane” meat labels). These developments influenced public consciousness and regulatory frameworks, though fashion-specific oversight has historically lagged behind food sectors.

Animal Welfare and Fashion: Late Recognition

Only in recent decades has the fashion industry begun grappling seriously with the welfare of animals used in its supply chains. Many industry actors have historically treated animal-derived textiles as byproducts of meat or agriculture, neglecting the welfare impacts of rearing, slaughter, or harvesting. But that separation is increasingly challenged.

Reports such as Animal Welfare in Fashion (co-produced by FOUR PAWS and Good On You) show that billions of animals are used in fashion each year under varying conditions, with many brands not disclosing policies or practices transparently. Good On You+1 Business of Fashion highlights that while more brands publish animal welfare policies, most are still “inadequate” relative to contemporary scientific standards and traceability needs. The Business of Fashion

One interesting niche is the “farm-to-fashion” movement, wherein brands work directly with heritage-breed animals or farms to build more transparent, local supply chains. For instance, LD13 in the U.S. and Germany developed a coat using Romeldale wool sourced through an entirely transparent chain. The Livestock Conservancy

Nevertheless, the relative invisibility of animal welfare in fashion (compared to labor rights or ecological impacts) means there is much more to challenge and reform.

Ethical & Sustainability Challenges of Animal-Based Fashion

Ethical Dimensions

At the core of animal ethics is the principle that nonhuman animals are sentient beings deserving of moral consideration, not mere resources to be exploited purely for human ends. When animals are raised for wool, leather, down, fur, or exotic skins, the processes often involve confinement, stress, mutilation (e.g., dehorning, mulesing, culling), and ultimately slaughter. The degree of oversight, transparency, and accountability is often minimal.

Fur farming, in particular, has been a lightning rod for ethical concern, given the close confinement and brutal methods sometimes used, and the fact that the primary purpose is aesthetic luxury rather than subsistence. Humane World for Animals+1 Many fashion-conscious consumers regard fur (and exotic skins) as especially problematic.

Even with certifications and “higher welfare” claims, there’s a moral tension: can animals truly have dignity in production systems? Some ethicists argue that using animals instrumentally (even in more humane systems) still fails to respect their integrity or inherent value.

Environmental & Sustainability Dimensions

Using animals in fashion is not just about ethics, it has serious ecological consequences:

  • Greenhouse gas emissions: Animal agriculture is a well-known driver of emissions. The production of feed, land use, methane emissions, and manure management all contribute significantly.

  • Land, water, and resource use: Grazing, feed cultivation, and pasture maintenance demand land, water, fertilizers, and agricultural inputs.

  • Biodiversity and deforestation: Expansion of pasture or feed crops often drives habitat loss.

  • Pollution and chemical processing: Tanning, dyeing, and finishing hides/leathers involve toxic chemicals (e.g., chromium), which may contaminate waterways, soil, and human communities.

  • Waste and byproduct burdens: Even with “byproduct” claims, larger volumes tend to drive more production—and many scraps or defective parts may be discarded.

Moreover, some “vegan” or animal-free alternatives (e.g. synthetic leathers) have environmental downsides of their own (plastics, fossil fuel inputs, microplastics). In some critiques, the “vegan fashion” label may simply shift harm (e.g. to petrochemical extraction, pollution) rather than eliminate it. Craftsmanship Magazine

Recent scholarship (e.g. “Connecting circularity to animal welfare”) also highlights that circular agricultural systems can help close nutrient loops, but they do not guarantee high animal welfare if animals remain in intensive systems. ScienceDirect

Thus, ethical and environmental concerns are intertwined: poor animal welfare often coincides with practices that harm ecosystems.

Industry Challenges and Transparency

One consistent issue is traceability: many brands do not fully understand or disclose where their animal-derived materials originate. The Business of Fashion article notes that few brands reliably trace raw materials back to farms, meaning policies may be weak or unenforced. The Business of Fashion

Also, not all certifications are created equal. Animal welfare certifications vary widely in rigor, auditing standards, transparency, and traceability. Some claims (e.g. “sustainably sourced,” “humane leather”) may be vague or greenwashing unless backed by third-party verification.

Finally, scale is a problem. Large-scale fast-fashion and luxury chains may find it difficult to adopt fully transparent, high-welfare supply chains without significant cost and structural overhaul.

How to Know If Clothing Was Produced Sustainably / Animal-Friendly

For a consumer or researcher, it can be difficult to assess sustainability or animal ethics claims. Here are key signals, criteria, and tools you can use:

1. Certifications and Labels (with scrutiny)

Some labels or standards that may indicate stronger animal welfare or sustainability practices include:

But be cautious: a certification is only as good as its auditing, supply chain traceability, and governance. Some brands misuse vague claims (“sustainably sourced,” “ethical leather”) without robust oversight.

2. Brand Transparency and Traceability

Evaluate how forthcoming a brand is about its supply chain. Good signs include:

  • Publishing the names and locations of farms, ranches, or animal-sourcing operations

  • Disclosing animal welfare audit reports or third-party assessments

  • Demonstrating full “farm-to-garment” traceability

  • Engaging in regenerative, low-impact, or rotational grazing systems

  • Committing to policies such as “fur-free” or “exotic-skin-free”

  • Using “higher welfare” language with provable metrics

You can also check rating and monitoring platforms such as Good On You, which assesses brands for their impact on animals (among other metrics). Good On You

3. Material and Fiber Choices

Some materials are inherently less risky from an animal ethics perspective (though still requiring scrutiny):

  • Plant-based and fungal leathers (e.g. Piñatex — pineapple leaf fiber, mushroom leather) are wildlife-free alternatives. World Animal Protection

  • Certified wool from farms adhering to high-welfare practices

  • Upcycled or reclaimed animal-derived materials (leather from food byproduct, scraps)

  • Innovative bio-based or lab-grown materials (e.g. cultured leather)

  • Avoiding high-risk materials like fur, exotic skins, or feathers unless clearly certified

However, note that substituting animal materials does not automatically guarantee sustainability. Always examine the full life cycle (production, durability, end-of-life).

4. Quantity, Longevity, and Circularity

Even if an item is made with animal-derived materials, sustainable practice implies:

  • Durability (so it lasts and is not disposable)

  • Repairability or modular design

  • Circular design (reuse, recycling, take-back programs)

  • Reducing overall consumption (buying less, choosing quality)

These factors often matter as much or more than the raw material in terms of ecological impact.

5. Independent Reviews, Reports, and Consumer Advocacy

Look for credible third-party reviews, NGO reports, or investigations into the brands or farms you are interested in. For instance:

Using these tools, consumers can triangulate whether a brand’s claims hold up.

Innovations, Alternatives, and Emerging Trends

The fashion industry is gradually pushing toward alternatives that reduce or eliminate reliance on animals. Some key trends include:

Wildlife-Free Materials

As noted above, materials such as Piñatex (from pineapple leaf fiber) or mushroom-based leathers are gaining traction. World Animal Protection Lab-grown or bioengineered leathers (cultured from cells) are also being developed to mimic the feel and structure of animal hides without animals. World Animal Protection

Regenerative / Ethical Animal Farming

Rather than intensification, some brands experiment with regenerative livestock systems, rotational grazing, or heritage-breed models that emphasize ecosystem health, biodiversity, and welfare. Initiatives like the “farm to fashion” model (e.g. LD13 and Romeldale wool) illustrate how more transparent and high-welfare chains could work. The Livestock Conservancy

Circular Fashion and Slow Fashion

The principles of slow fashion—fewer collections per year, more durable garments, transparent design, local supply—help reduce pressure on raw material systems (including animal systems). Wikipedia Recycling, upcycling, resale, and afterlife programs also lessen demand for new animal-derived inputs.

Policy and Industry Shifts

Some fashion weeks and governing bodies are instituting bans. For example, London Fashion Week recently banned exotic animal skins (starting 2025), signaling a shift toward stricter norms. The Guardian+2World Animal Protection Australia+2 Melbourne Fashion Week already excludes wildlife products. World Animal Protection Australia+1

Brands are also under pressure from consumers and NGOs to adopt stricter policies, publish animal welfare audits, or commit to full transparency. The Business of Fashion+2World Animal Protection Australia+2

What We Can Do to Help

While systemic change is crucial, individuals also have agency. Here are actionable steps:

1. Change Consumption Habits

  • Buy less, choose better: Reduce impulse or trend-based consumption; prioritize quality and longevity

  • Choose secondhand / vintage: Extend the life of garments and reduce demand for new production

  • Repair and reuse: Mending, upcycling, or customizing existing clothes reduces waste

  • Support take-back, recycling, and circular programs

2. Use Informed Purchasing

  • Check brand policies and transparency

  • Favor brands rated well on animal welfare and sustainability

  • Look for credible certifications (but don't rely blindly)

  • Favor alternatives (plant-based, lab-grown) when performance is acceptable

3. Advocate and Raise Awareness

  • Ask brands directly about their animal welfare policies

  • Use social media, blogs, or local networks to raise consumer awareness

  • Support NGOs, petitions, and campaigns (e.g. those to ban fur or exotic skins)

  • Press for stronger regulation and industry standards (e.g. mandatory traceability)

4. Support Innovation and Research

  • Back startups and designers working on cruelty-free materials

  • Encourage research in alternative fibers, lab-grown materials, regenerative animal farming

  • Collaborate with academic institutions or invest (where possible) in proof-of-concept models

5. Policy and Institutional Engagement

  • Push for stronger laws, transparency mandates, and oversight in fashion and agriculture

  • Engage with policymakers, industry bodies, and coalitions (e.g. fashion councils, trade groups)

  • Advocate for labeling laws, audit standards, or welfare mandates

6. Educate and Cultivate Empathy

  • Learn about animal cognition, welfare principles, and ethical philosophies

  • Visit sanctuaries, read investigative journalism, support organizations exposing abuses

  • Incorporate ethical reflection into everyday consumption decisions

Financial Times. (2024). Sustainable fashion? There’s no such thing [Image]. Retrieved from https://www.ft.com/content/d174e7d7-97c4-43fc-8765-95075e5fcce7

Ethical Consumer Research Association Ltd. (2024, March 8). Lambs and sheep in barn [Image]. In Animal rights, animal welfare and clothing. Retrieved from https://www.ethicalconsumer.org/fashion-clothing/animal-rights-animal-welfare-clothing

Beyond Comfort: Why Sustainable Fabrics Matter to Modern Moms

Motherhood changes everything: priorities, bodies, and even shopping decisions. For many new and expectant mothers, clothing must go beyond just aesthetics and function. It needs to feel soft, move well, and stand up to the daily demands of life with kids. But more and more, clothing also needs to align with values, including sustainability, health, and long-term impact.

In this blog, I’ll explore the intersection of maternal comfort and environmental responsibility, covering not just which fabrics are best for pregnancy and nursing, but also how to thrift intentionally, shop more sustainably, and make clothing choices that influence future habits and values.

What Do Mothers Need from Fabrics?

Pregnancy, postpartum recovery, and nursing introduce unique needs that make fabric choice crucial. According to Ima Mama MD, new mothers want clothing that is:

  • Soft and non-irritating on sensitive skin

  • Stretchy to accommodate body changes

  • Resilient, bouncing back after nursing or movement

  • Machine-washable, because spills and leaks are inevitable

  • Breathable, since pregnancy and nursing often increase body temperature

  • Stain-resistant and colorfast for long wear

These aren’t just preferences, they’re practical necessities. As Milk & Baby notes, nursing moms also need quick-drying, moisture-wicking clothing that stays comfortable during constant transitions.

So where does sustainability come in?

Why Sustainability Matters to Mothers

Having a child often shifts our mindset to long-term thinking. We begin to care more about the world our children will inherit, and that includes the environmental impact of what we wear.

The fashion and textile industry is one of the largest polluters globally, responsible for:

  • Around 20% of global wastewater

  • 10% of global carbon emissions (UNEP, 2023)

  • Microplastic pollution from synthetic fabrics like polyester

  • Harsh chemical use, especially in fabric finishing and dyeing

For moms concerned about their families’ health and the planet’s future, choosing sustainable fabrics becomes an act of care.

Sustainable Fabrics That Work for Moms

Let’s break down which eco-friendly fabrics offer the best combination of comfort, performance, and sustainability.

1. MicroModal

Highlighted on Ima Mama MD, MicroModal is amazing for moms. Made from sustainably harvested beech trees, this fabric is:

  • Silky soft with a beautiful drape

  • Machine-washable and resilient (resists shrinkage and fading)

  • Moisture-wicking and breathable

  • Produced in a closed-loop process that recycles water and solvents

Brands like Lenzing certify the fibers used, ensuring responsible forestry and low environmental impact. For moms looking for a luxurious yet practical fabric, MicroModal checks nearly every box.

2. Organic Cotton

Organic cotton is a long-time favorite for baby clothes, but it’s equally valuable for moms. It’s grown without toxic pesticides or fertilizers, making it better for the environment and safer for sensitive skin.

  • Breathable, hypoallergenic, and soft

  • GOTS-certified cotton ensures eco and labor standards

  • Easy to find in nursing and maternity basics

Unlike conventional cotton, organic cotton uses less water and promotes healthier soil. It’s a reliable staple in any eco-conscious mom’s wardrobe.

3. Tencel (Lyocell & Modal)

Tencel is another wood-pulp-based fabric made via a closed-loop process. It’s soft, cool to the touch, and highly absorbent—ideal for warmer climates or moms who “run hot.”

  • Eco-friendly production (low water, non-toxic solvents)

  • Naturally anti-bacterial and biodegradable

  • Strong when wet- holds up to breastfeeding wear

Brands like Boob Design and Pact Clothing incorporate Tencel in maternity and nursing collections.

4. Linen

While not stretchy, linen is a breathable, natural fiber made from flax. It’s antibacterial, hypoallergenic, and extremely durable.

  • Great for hot climates or summer pregnancies

  • Requires less water and chemicals than cotton

  • Becomes softer over time, though it wrinkles easily

Look for organic linen if you want the lowest environmental footprint.

5. Hemp

Hemp is one of the most sustainable crops on earth. It grows quickly, requires little water, and naturally resists pests.

  • Strong and long-lasting (but initially stiff)

  • UV-protective, antibacterial, and moisture-wicking

  • Blends well with cotton or Tencel to soften the feel

Though not yet mainstream in maternity wear, it’s rising in popularity among sustainable brands.

What Makes Fabric Truly Sustainable?

Not all fabrics labeled “eco-friendly” are created equal. Here’s what to look for:

Certifications That Matter:

  • GOTS (Global Organic Textile Standard): Organic farming, ethical labor, low-impact dyes

  • OEKO‑TEX® Standard 100: Free of harmful substances

  • Fair Trade Certified™: Ethical labor practices

  • PEFC / FSC: Responsible forestry for wood-based fibers

When you see these labels, you know you're getting a product that aligns with both environmental and ethical values.

Longevity Over Fast Fashion:

A fabric’s lifespan matters as much as its source. As Ima Mama MD points out, durability = sustainability. Choosing clothing that lasts reduces the frequency of replacements, saving:

  • Money

  • Energy

  • Resources

  • Waste sent to landfills

When possible, invest in timeless, high-quality basics that can survive motherhood and still look great.

Caring for Eco-Friendly Clothes

Even the most sustainable fabric becomes less green if it's over-washed or poorly maintained. Extend your garments' life with these tips:

  • Wash cold: Saves energy and protects fabric fibers

  • Air dry or use a low setting

  • Avoid harsh detergents- opt for biodegradable ones

  • Repair before you replace

  • Use a Guppyfriend bag or microplastic filter when washing synthetics (like recycled polyester)

By caring for your clothes, you reduce your overall impact, and save time and money.

Sustainable Brands for Moms to Explore

If you’re ready to shop more sustainably, here are a few brands that combine style, ethics, and functionality for mothers:

  • Boob Design: Organic & sustainable maternity and nursing wear

  • Pact: Organic cotton basics for the whole family

  • Kindred Bravely: Comfortable, functional pieces made with moms in mind

  • Mate the Label: Clean materials and non-toxic dyes

  • Havivah Mama: Created by a pediatrician mom using MicroModal and sustainable sourcing

Thrifting Tips for Mothers

Thrifting is one of the most sustainable and budget‑friendly ways to build a wardrobe that supports both you and the planet. For mothers in particular, it offers access to maternity, nursing, and children’s clothing at a lower cost, and often with unique finds. Here are practical tips and strategies:

  1. Start with a “needs list”
    Before entering a thrift store, make a list of what you truly need (e.g. nursing tops, stretchy leggings, outerwear). This helps avoid impulse buys of pieces that won’t get worn. Some thrifters recommend doing this so you stay focused. Reddit

  2. Visit thrift stores early and often
    New donations frequently arrive early in the day. Secondhand shoppers who get there first often find better selection. Money Saving Mom®+1

  3. Check garment construction and quality
    Turn clothes inside out and inspect seams, stitching, zippers, buttons, and underarm areas. Well-constructed items will last longer and withstand repeated washing. Penny Pinchin' Mom

  4. Shop off-season for bargains
    Look for winter coats in summer or swimwear in the winter- items that have been donated after seasonal use often get discounted. Practical Mom

  5. Use swap groups and hand-me-down networks
    Moms often trade items within their own communities. If you belong to a mom group (online or local), participate in swaps- this is a low-impact way to refresh your wardrobe. Haven House Thrift Stores

  6. Involve children strategically
    If you shop for kids’ clothes at the same time, bring them along as helpers. Teach them to inspect the fit and quality. This turns thrifting into both a bonding and educational experience. City Thrift

  7. Ask about restocks and discount days
    Some thrift shops have specific days when new items are put out or offer discounts on certain days of the week. It’s worth asking the staff. Cool Mom and Collected

By incorporating these tips, you can make thrifting a smoother, more intentional, and more beneficial practice for both yourself and your family.

How Mothers’ Clothing Choices Help Shape Generational Preferences

The clothing decisions mothers make, both for themselves and their children, can influence the values, tastes, and consumption habits of future generations. Here’s how:

  1. Early clothing sets implicit expectations
    Studies show that even young children attribute knowledge and credibility to how adults dress. In one experiment, children judged someone wearing formal clothes as more knowledgeable than someone dressed casually. PMC
    This suggests that clothing choices carry meaning beyond aesthetics: they help children infer social cues and value.

  2. Parental influence in wardrobe formation
    Research on parenting-fashion dynamics indicates that comfort, material, and ethical concerns play a strong role in how parents build their children’s wardrobes. Sustainability and hand-me-downs were among preferred methods. RShare

  3. Mother-daughter clothing influences over time
    Cross-generational studies show that mothers exert long-term influence on their daughters’ fashion choices, even after adolescence. Daughters often later turn to mothers for style advice or regard their earlier modeling of taste as formative. Confluence Journal

  4. Parental control and signaling through attire
    Clothing is a form of social signal: wearing certain styles can communicate values (e.g. prioritizing quality, sustainability, modesty, or trendiness). Over time, children internalize which messages matter in their family environment. arXiv

Final Thoughts

Mothers make thousands of decisions every day, many of which feel far more urgent than choosing what to wear. But in reality, these seemingly small choices: what fabrics to wear, where to shop, how to clothe our children, carry lasting weight. Each one sends a message, not only about what we value today, but about the kind of world we hope to shape for tomorrow.

From breathable MicroModal to resilient hemp, the world of sustainable, mom-friendly fabrics is growing more accessible and versatile. Whether you're building a maternity capsule wardrobe or hunting for a nursing top that holds up to real life, you now have both the tools and the knowledge to make conscious, comfortable, and impactful decisions.

When a mother chooses sustainable and ethically made clothing for herself and for her children, she’s doing more than making a fashion statement. She’s modeling values of care, responsibility, and mindfulness. In doing so, she teaches the next generation not just how to dress, but how to consume with intention.

References

Aghaei, M., Parezzan, F., Dimiccoli, M., Radeva, P., & Cristani, M. (2017). Clothing and people – A social signal processing perspective. arXiv. https://arxiv.org/abs/1704.02231

Appleford, M. (2015). Cross-generational perspectives on adolescents’ fashion: Changing perceptions of clothing meaning over time. Confluence: Journal of Interdisciplinary Studies. https://cjids.in/cross-generational-perspectives-on-adolescents-fashion-changing-perceptions-of-clothing-meaning-over-time/

ChatGPT. (2025, October 10). Conversation with the author. OpenAI.

City Thrift. (n.d.). 10 tips for thrifting kids’ clothes. https://www.citythrift.org/10-tips-for-thrifting-kids-clothes/

Cool Mom and Collected. (n.d.). 10 easy steps for the rookie clothes-thrifter. https://www.coolmomandcollected.com/home/10-tips-for-the-overwhelmed-thrifter

Lenzing AG. (n.d.). Lenzing fibers and sustainability. https://www.lenzing.com/

Martins Gomes, C. (2019). Parenting fashion: An exploration of infant children’s wardrobe (Master’s thesis). Toronto Metropolitan University. https://rshare.library.torontomu.ca/articles/thesis/Parenting_fashion_an_exploration_of_infant_children_s_wardrobe/14657847/1

McDonald, K., & Ma, L. (2015). Dress nicer = know more? Young children’s knowledge attribution and selective learning based on how others dress. PLoS ONE, 10(12), e0144424. https://doi.org/10.1371/journal.pone.0144424

Milk & Baby. (n.d.). The best fabrics for nursing clothes: Comfort and functionality explained. Retrieved October 10, 2025, from https://www.milkandbaby.com/blogs/milk-baby/the-best-fabrics-for-nursing-clothes-comfort-and-functionality-explained

Penny Pinchin’ Mom. (n.d.). How to thrift like a pro. https://pennypinchinmom.com/how-to-thrift/

Rosenbaum, A. (n.d.). Best fabric for pregnant and nursing mothers. Ima Mama MD. Retrieved October 10, 2025, from https://imamamamd.com/best-fabric-for-pregnant-and-nursing-mothers/

Sustainable Jungle. (n.d.). 31 sustainable fabrics for lower impact fashion. https://www.sustainablejungle.com/sustainable-fashion/sustainable-fabrics/

That Practical Mom. (n.d.). 15 thrift store shopping hacks. https://www.thatpracticalmom.com/15-thrift-store-shopping-hacks/

mom holding child
Miller Acres. (2023, April 26). How to shop for slow fashion clothing during the motherhood years [Image]. The Miller Acres. https://themilleracres.com/slow-fashion-for-the-motherhood-years/

ChatGPT. (2025, October 10). Pregnancy, postpartum recovery, and nursing introduce unique needs that make fabric choice crucial [AI-generated illustration]. OpenAI. https://chat.openai.com/

Sympatico Clothing. (2021, April 20). Sympatico’s hemp and Tencel fabric [Image]. In What’s so great about Tencel (and hemp)! Blog. https://www.sympaticoclothing.com/blog/whats-so-great-about-tencel-and-hemp/?srsltid=AfmBOooapovaoZfIOotG4Wrsk0cqur5x-g7H6sWNVZ3iE3VOUkELQdQC

Simonds, Bethany. just.thrift.it. (September 17, 2025). here’s to the moms thrifting right before preschool pickup! 🙌🏼 I’ve been thrifting with any free time I have but have been struggling. Instagram. https://www.instagram.com/p/DOtfDP9DoGT/

How Paige Bueckers Is Redefining Fashion Influence

Paige Bueckers is carving a path not just as a basketball icon, but as a fashion leader whose style choices blend aspiration and accessibility. Her persona offers a fresh lens through which to view classic fashion diffusion theories: trickle-down, horizontal, and trickle-up, in a digital age where influence flows in multiple directions. In doing so, Bueckers helps illustrate the idea of “ballin on a budget”: that fashion influence doesn’t require luxury credentials, but rather authenticity, relatability, and smart collaborations.

Fashion Diffusion Theories Overview:

The classic models of diffusion: trickle-down, horizontal, and trickle-up, remain useful, even as new patterns emerge.

  • Trickle-Down Theory
    Trickle-down posits that fashion trends often start among elites or high-status individuals, then filter downward to broader society. As upper classes adopt new styles, lower classes emulate them until they lose distinction, prompting elites to shift again.

  • Horizontal Theory
    This model argues that fashion diffuses most readily among people of similar social standing or peer groups. Influencers, celebrities, or social media personalities often appeal to similar age groups and demographics.

  • Trickle-Up (or Bottom-Up) Theory
    This perspective flips the dynamic: styles originate from lower or subcultural groups and rise upward, being adopted by more elite or mainstream circles. For example, streetwear’s integration into higher fashion.

Overall, fashion diffusion is rarely linear: trends can start in subcultures, be adopted by mid-tier celebrity stylists, and then eventually reach luxury. Paige Bueckers is unique because her fashion influence resonates across age groups and demographics- from young fans and college students to older generations who enjoy following college basketball and the WNBA, creating a wide range of consumers and followers that allows trends to move fluidly across the different currents mentioned above.

Paige Bueckers’s Style Identity

Paige’s fashion sensibility is described as a hybrid of masculine and feminine elements,” with a love for pastels, vests, cardigans, and crop-top/jacket combinations (Vogue, 2024). Off the court and in casual settings, she leans into comfort: hoodies, sweatpants, oversized pieces (Vogue, 2024). Yet when spotlighted, with tunnel outfits or red carpet appearances, she blends streetwear, preppy, and elevated styles.

Her aesthetic embraces & combines styles such as tomboy + girly, baggy + fitted, and hard + soft (Highsnobiety, 2024). This makes her style accessible, which is key for her fan base; Fans can replicate parts of her look without needing a crazy budget.

Her fashion presence also extends beyond mere outfits. At the 2025 WNBA All-Star Game, she arrived in full Burberry (SI Lifestyle, 2025). For the 2024 ESPYs, she wore a fresh-off-the-runway lilac KidSuper suit on the red carpet (People, 2024). Her tunnel style: seen in oversized tees, hoodie ensembles, and bold accessories, consistently draws attention (Harper’s Bazaar, 2025).

Together, these fashion moments show how Paige doesn’t just follow trends, she helps shape them, working across the different pathways.

Paige & The Theories

Trickle-Down Theory:

Paige’s status as a high-performance athlete, her NIL deals (e.g. Nike), and her visibility on media platforms position her in the “elite influencer” role. Her fashion choices carry meaning precisely because they come from a recognized public figure.

For instance, when she wore a full Burberry ensemble at the All-Star Game, that look gains prestige. Fans and fashion watchers note it, media amplify it, and lesser-tier brands might release inspired pieces. In that sense, she acts like a modern elite from whom styles might “trickle down.”

However, Paige doesn’t always adopt high fashion directly; she often blends mainstream brands and grassroots styles, making her influence unique by bridging the elite and accessible.

Horizontal Theory:

Paige’s biggest fashion influence might come horizontally, across athletic, student, and youth culture. Her wardrobe choices are frequently in reach: t-shirts, hoodies, pastel sweaters, sneakers, and vests. Her Instagram and TikTok presence amplifies this. Her fans, teammates, and peers can adopt her looks with relative ease.

When she shares a tunnel outfit or casual fit, followers are able to immediately notice, repost, and replicate. Her stadium-walk fashion or campus style treatments become micro-trends within her generation, reinforcing the horizontal theory.

Trickle-Up Theory:

Part of Paige’s appeal lies in her grounding in basketball and streetwear culture. She often includes sneakers, sporty silhouettes, chains, and casual layering, styles born from youth and urban fashion movements (De Mode Global, 2023). When she brings those styles into WNBA tunnel fashion or red carpet moments, she signals the reverse flow: street-origin fashion entering elite spaces.

By elevating streetwear elements into performance and brand deals, she supports trickle-up dynamics by leaning into how youth subcultural styles can rise to mainstream adoption.

Paige At New York Fashion Week (NYFW)

At NYFW, Paige described her look as combining masculine and feminine elements, with a fondness for patterns, pastels, vests, cardigans, and coordinated sets (Vogue, 2024). That her style was spotlighted by a major fashion publication signals that athletes now cross over into fashion mainstream, not just as endorsers but as style subjects.

Her presence at NYFW reinforces that sports figures now carry fashion credibility and that style can flow on and off the court. Her looks at NYFW serve as inspiration for streetwear brands as well as cues for editorial coverage.

Tunnel Fashion:

Paige’s tunnel fashion has become a signature. She combines preppy, sporty, and streetwear in ways that feel authentic and polished (Harper’s Bazaar, 2025). In one tunnel look, she combined an oversized white tee, zip-up hoodie, lounge pants, and red-accented sneakers, elevated with jewelry and a structured leather bag (Harper’s Bazaar, 2025). Another outfit combined a cream cable-knit sweater vest with jorts, white sneakers, and accessories to evoke an “off-duty country club” aesthetic.

These daily uniforms, shared via her digital platforms, become style fodder. Fans mimic them, streetwear brands take notes, and retailers stock items in similar spirit. The runway or red carpet is no longer the only fashion signal- every hallway walk counts.

Signature Shoe: Nike GT Hustle 3:

Paige’s Nike GT Hustle 3 “Blessed from the 612 to the 860” edition is a powerful intersection of sport, fashion, and narrative. The custom colorway connects her Minnesota roots (area code 612) and her UConn legacy (860), embedding personal symbolism. Fans can wear shoes tied directly to her identity, and the moderate price point of signature sneaker lines makes them reachable.

This shoe is a horizontal flow device: fans adopt something she authored. It’s accessible, wearable, and branded. Plus, as the first college athlete with a Nike–signature shoe, she helps blur lines between elite athlete and fashion brand (Wikipedia, 2025).

Red Carpet & Game-Day Fashion:

Paige’s red carpet moments, like her lilac KidSuper suit at the 2024 ESPYs, show her style range (People, 2024). That look was widely covered, elevating her fashion identity beyond sports. Her 2025 WNBA draft and All-Star game outfits- sparkling suits, custom ensembles, cement her as more than an athlete, but a public style figure (SBNation, 2025; SI Lifestyle, 2025).

These elevated moments broaden her audience beyond basketball fans to fashion audiences, fueling trickle-down influence.

Athletes as Fashion Leaders: A Broader Lens

Paige is part of a growing wave of athletes shaping fashion beyond endorsements. Historically, stars like Michael Jordan changed sneaker culture; today, athletes across sports are launching apparel lines, serving as style icons, and owning brand equity.

Sports and fashion have long intersected, but social media and athleisure have accelerated the bridge (De Mode Global, 2023). Athletes now regularly appear on magazine covers, collaborate with designers, and command fashion credibility.

In this context, Paige is well placed. Her multi-platform presence and NIL leverage give her leverage. Fans don’t only tune in for her stats, they also tune in for her style.

Bueckers’s influence as a fashion leader is evident in the brands she chooses to wear and represent. In her recent GQ feature, she sported looks from luxury labels like Saint Laurent, Schiaparelli, and Diesel, alongside accessible staples like Guess Jeans, Skims, and Maguire Shoes (Cooper, 2025). This mix reflects the versatility of her style: luxury, streetwear, and athletic wear all coexist in her wardrobe. It also shows how her fashion resonates with fans who admire high-end aesthetics but can also find inspiration in the more attainable pieces she wears.

By balancing luxury with everyday brands, Paige creates a fashion identity that feels aspirational yet relatable and authentic, strengthening her role as both an athlete and influencer.

‘Ballin on a Budget’

Paige’s fashion style embodies a mix of high and low; Her approach shows that influence isn’t about purchasing power alone- it’s about style, authenticity, and connection. Her fans may not afford runway couture, but they can copy her street wear fits, pastel palettes, oversized looks, layering, sneaker combos, etc.

Paige also monetizes that influence smartly: signature sneaker deals, NIL partnerships, and collaborations (e.g. with Dapper Dan) give her fashion credibility and revenue while staying accessible (CassiusLife, 2025).

In a world where fashion cycles move fast and audiences demand authenticity, ballin on a budget becomes a philosophy—not a limitation. It’s fashion democratized: you don’t need to be elite to lead style.

Challenges & Critiques

No model is perfect. Some potential challenges and caveats:

  • Commercialization vs Authenticity
    As Paige engages in more brand deals, there’s tension between maintaining personal style and curating sponsored looks.

  • Accessibility vs Aspirational Gap
    Even with moderate price lines, some fans will remain priced out. Luxury pieces (e.g. Burberry suits) reinforce distance.

  • Signal Dilution
    If she accepts to many collabs or falls into too many trends, her personal brand could blur. Consistency in aesthetic identity is key.

  • Co-option Risk
    Big brands may co-opt her style cues without credit or share. That’s a classic issue in diffusion dynamics (Bellezza & Berger, 2020).

Still, Paige is navigating these challenges better than many, grounding her fashion identity in her athletic narrative and fan connection.

Future Outlook

  • Expect more athlete-collaborators releasing wearable, affordable collections.

  • Brands will increasingly study tunnel fashion and athlete streetwear as trend signals.

  • Fashion diffusion will continue to blur lines: elite, street, peer, and digital influence will interplay.

Paige Bueckers represents a new kind of fashion influence- rooted in her age, style, and social positioning, she blends athletics, authenticity, and relatability, positioning her as a unique figure in the fashion industry that continues to inspire a wide spectrum of consumers.

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References:

Bellezza, S., & Berger, J. (2020). Trickle-Round Signals: When Low Status Is Mixed with High. (preprint)

Bueckers, P. [@paigebueckers]. (n.d.). Instagram [Instagram profile]. Retrieved September 30, 2025, from https://www.instagram.com/paigebueckers/

ChatGPT. (2025, September 30). Conversation with the author. OpenAI.

Chivomengro. (2025, March 3). The Trickle-Down Theory of Fashion. Retrieved from https://chivomengro.com/2025/03/03/the-trickle-down-theory-of-fashion/

Cooper, L. F. (2025, February 25). Welcome to the Paige Bueckers era of March Madness. GQ. https://www.gq.com/story/paige-bueckers-gq-hype

Cornell Blogs. (2020, December 16). How Diffusion Influences the World of Fashion. Retrieved from https://blogs.cornell.edu/info2040/2020/12/16/how-diffusion-influences-the-world-of-fashion/

CassiusLife. (2025, May 22). Paige Buecker Links With Fashion Icon Dapper. Retrieved from https://cassiuslife.com/1124572/paige-bueckers-tunnel-outfit-dapper-dan/

De Mode Global. (2023, August 25). How Sports Influence Fashion Trends. Retrieved from https://www.demodemagazine.com/fashion-and-sports-how-sports-influence-fashion-trends/

Highsnobiety. (2024, July 11). Paige Bueckers’ Style is “a Mix of Feminine and Masculine.” Retrieved from https://www.highsnobiety.com/p/paige-bueckers-style/

Harper’s Bazaar. (2025). Paige Bueckers Brightens the WNBA Tunnel With Her Preppy Street Style. Retrieved from https://www.harpersbazaar.com/celebrity/sports-athletes/a65616628/paige-bueckers-wnba-tunnel-preppy-sporty-street-style/

People. (2024). UConn Basketball Star Paige Bueckers Wears Fresh-Off-the-Runway Suit for 2024 ESPYS Red Carpet.

SI Lifestyle. (2025). Paige Bueckers Was Fitted Up in a Designer Outfit at WNBA All-Star Arrival.

SBNation. (2025). 2025 WNBA Draft: Who had the best fits?

Vogue. (2024, September 11). How Paige Bueckers Did NYFW. Retrieved from https://www.vogue.com/slideshow/paige-bueckers-new-york-fashion-week

Wikipedia. (2025). Paige Bueckers. Retrieved from https://en.wikipedia.org/wiki/Paige_Bueckers

Paige in a suit & tie leaning on a bench

The Environment of Fashion- Faster Communication & Social Media Influence

Social media platforms like TikTok, Instagram, and YouTube have drastically sped up the fashion cycle, spreading trends in hours/weeks rather than months. 

With phones and technology at our fingertips, it is extremely easy and accessible to view the latest celebrity outfits, influencer hauls, or runway looks, which drives sudden spikes in demand and encourages impulsive, frequent purchases. 

Retailers now monitor these platforms to decide what to produce, while microtrends, items on TikTok shop, and video “hauls” push consumers toward fast fashion options such as Shein and Cider. 

This rapid pace also shortens trend lifespans because consumers tend to react to micro trends, fast fashion, and celebrity influence rather than sustainable alternatives or considering their true sense of style, which blurs self-expression and limits consumer-conscious choices.

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“TikTok Core: The Fashion World of Today”- The Harvard Crimson

The Crimson article shows how TikTok’s fast-paced environment has transformed fashion into a cycle of microtrends that rise and fall in weeks, accelerated by algorithms, influencers, and viral videos. Social media aesthetics push consumers to buy fast fashion pieces impulsively, often just to belong to an online niche. Retailers like Shein and Cider exploit this by quickly producing trending looks, which drives overconsumption and ethical concerns. The immediacy of platforms like TikTok simplifies decision-making, encouraging an “if you like it, buy it” spirit that normalizes impulsive purchasing and makes closets rotate faster than ever. At the same time, aesthetics create both pressure of FOMO and conformity as well as belonging: consumers feel the need to keep up with viral styles, but they also find community and identity through shared aesthetics.

“The Super-Thrifty Style Secrets of Fashion Week Insiders”- The Washington Post

The Washington Post adds another layer by showing how fashion insiders are adapting to this fast-paced environment through resourceful and environmentally conscious consumption. Even those at the top of the industry mix luxury with affordability, using secondhand finds, vintage wear, or discount clothing alongside high-end pieces. This “high-low” approach demonstrates a reaction to overconsumption and social media–driven sameness: many consumers want individuality and sustainability rather than fleeting viral trends. These behaviors reflect broader psychological and social factors, such as curiosity, nostalgia, and the desire for both uniqueness and group belonging. Ultimately, both sources illustrate how faster communications through social media shape not only what consumers buy, but also how they balance impulse, identity, and resourcefulness in the face of constantly shifting fashion environments.

Inside a NYC Thrift Store
Teenager wearing mesh graphic shirt
Teen wearing bright pink heart design tshirt

Ugly MicroTrends I Regret Buying”- @rhiannoncunningham

man wearing nyc street fashion
woman wearing nyc street fashion
"Consumer Behavior" Sketches In Notebook

Studies & How They Relate:

1. "Social Media Marketing as a Segmentation Tool" by Serrano-Malebran, Vidal-Silva, & Veas-González (2023)

This article looked at how users accept “shoppable ads” from fashion brands on social media. Using cluster/segment methods, they identified distinct groups of consumers based on their attitudes toward these ads, trust, privacy concerns, etc. This study connects to multiple themes within the environment of fashion. From a market segmentation perspective, it highlights that not all social media users react to faster communication or shoppable content in the same way, consumers can be divided by behavioral and attitudinal dimensions, such as their level of trust or openness to mobile advertising. The research also highlights the role of psychological attitudes, showing that factors like trust, privacy concerns, and perceived usability shape how quickly and strongly individuals respond to fast-moving trends. Finally, while it does not directly analyze class structure, the study’s setting in Chile reveals that economic development and demographics influence acceptance levels, suggesting that social and economic context play an important role in how consumers engage with fast fashion communication on digital platforms.

2. “Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing” by Ciocodeică, Chivu, Popa, Mihălcescu, & Barghier (2025)

This study investigated how social media communication influences hedonic (pleasure-oriented) and impulsive buying behaviors among young fashion consumers in Romania. Key triggers for these behaviors included emotional appeal, promotions, discounts, attractiveness of items, and perceived need. From the perspective of psychological attitudes, the research is particularly relevant, as it demonstrates how emotions, impulses, and aesthetic appeal drive fast purchase decisions under the accelerated pace of social media. In terms of market segmentation, the study focuses on young consumers, a distinct demographic and psychographic segment with unique responses to these triggers. Finally, regarding economic well-being and class structure, the Romanian context provides insight into how emerging economies or societies in transition engage with fast-moving trends; price sensitivity and responsiveness to promotions indicate that economic factors shape how consumers participate in rapidly circulating fashion content.

Summary:

Research shows that the speed at which fashion trends spread via social media doesn’t affect all consumers equally- segment differences and psychological attitudes matter a lot. For example, Serrano-Malebran, Vidal-Silva, & Veas-González (2023) identified distinct consumer segments based on how they respond to shoppable ads on mobile platforms, revealing varied levels of trust, privacy concern, and openness to impulse-buying. Meanwhile, Ciocodeică et al. (2025) find that emotional triggers (like aesthetic appeal, promotions, and perceived need) drive hedonic and impulsive purchases among younger audiences and consumers. This shows how psychological attitudes combine with fast social communication to shape buying behavior. Together, these studies connect to the four factors mentioned in the textbook: segmentation (not everyone reacts the same), economic well-being (price and promotions matter more in some contexts), class structure (demographics and societal wealth influence who participates in trend cycles), and psychological attitude (desire, impulse, identity, trust).

woman wearing nyc street fashion
woman wearing nyc street fashion
woman wearing nyc street fashion

@nyc_looks on Instagram

Citations

ChatGPT. (2025, September 20). Conversation with the author. OpenAI.

Ciocodeică, D.-F., Chivu, R.-G., Popa, I.-C., Mihălcescu, H., & Barghier, I. (2025). Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing. Sustainability, 17(11), Article 5198. https://doi.org/10.3390/su17115198 MDPI

Maloy, A. F. (2025, September 17). The super-thrifty style secrets of Fashion Week insiders. The Washington Post. https://www.washingtonpost.com/style/fashion/2025/09/17/cheap-clothes-thrift-tips-fashion-week/

Mikhaylyants, A. (2023, March 9). TikTok Core: The Fashion World of Today. The Harvard Crimson. https://www.thecrimson.com/article/2023/3/9/tiktok-aesthetics-microtrends-fast-fashion-style/

Stone, E., & Farnan, S. A. (2022). The dynamics of fashion (6th ed.). Bloomsbury Publishing. https://reader2.yuzu.com/reader/books/9781501373060/epubcfi/6/20%5B%3Bvnd.vst.idref%3Dnav_10%5D!/4\

Serrano-Malebran, J., Vidal-Silva, C., & Veas-González, I. (2023). Social Media Marketing as a Segmentation Tool. Sustainability, 15(2), Article 1151. https://doi.org/10.3390/su15021151 MDPI