Ultra-fast fashion has completely transformed the way we shop, and not for the better.
Brands like Shein and Temu have perfected a shopping experience that feels more like a casino than a clothing store. They’ve built entire platforms on overstimulation, gamification and psychological triggers that keep us scrolling, tapping and buying. And it’s working. It isn’t happening because they’re selling high-quality, thoughtfully designed clothing. It’s happening because they’ve tapped into how the human brain is wired.
The Casino Behind The Clothing Rack
If you’ve ever opened the Temu app, you’ll recognise the casino-like feel immediately. There are countdown timers, oddly specific price drops, spin-to-win wheels, pop-up rewards and an endless scroll designed to keep you inside the dopamine loop. It mirrors the way poker machines keep players seated: no clocks, no sense of time passing, just constant stimulation.
Social media only amplifies this phenomenon. Instagram and TikTok have become megaphones for micro-trends, haul culture and influencer lifestyles, and with only seven percent of our feeds now showing content from actual friends, we’re exposed to more promotions, comparisons and curated outfits than ever before. It’s hardly surprising that we feel pressure not to outfit-repeat or to constantly refresh our wardrobe.
The Psychology Behind Why We Keep Clicking
All of this creates a perfect storm for what psychologists call the values–action gap. Most of us care about the planet, workers, and our spending habits. Yet the emotional hit of a cheap new outfit, paired with the speed and ease of ultra-fast fashion platforms, often overrides those values in a matter of seconds. McCrindle’s ‘The Megatrends shaping the consumer landscape Report’ states that 77% of Australians are extremely worried about the rising cost of living, but still 69% of Australians splurge on little luxuries to feel good. Most of us believe second-hand shopping aligns with our sustainability values, yet we still prefer to buy new. Over half of people admit that the more they own the less satisfaction they get. Yet the cycle continues.
Part of the reason we don’t stop is because ultra-fast fashion has made shopping so effortless. That extra step where you question whether you need something, checking your budget, or consider alternatives has been almost completely removed. Trend cycles now move at the speed of our scrolling, and younger generations are growing up under pressures that have been amplified by social media: the pressure to look a certain way, dress a certain way and perform a lifestyle for an audience.
Small Changes Make A Difference
While we can’t dismantle the ultra-fast fashion system on our own, we can create small shifts that help us shop in ways that better match our values. One of the most effective tools is simply reintroducing friction. Something as straightforward as deleting shopping apps, blocking them during certain hours or setting timers can interrupt the impulse long enough to let your rational brain catch up.
If you’re someone who loves the thrill of rewards, you don’t necessarily have to give that up. Redirecting that energy toward apps that gamify saving rather than spending, like fitness, banking apps, or food rescue app, Too Good To Go, gives you the same dopamine hit without the regret. Shopping second-hand or swapping clothes with friends can satisfy this urge too, while letting you create unique stories and personal style with your outfits instead of blending in with the mass-produced garments everyone else is wearing.
Often just slowing down the decision-making process helps us redirect our shopping habits. A quick mental check-in about how often you’ll wear an item, how many ways you can style it or whether you’ll still want it in a couple of months or years can turn an impulsive buy into a considered choice.
And perhaps the most powerful habit of all is shifting what you pay attention to online. Our feeds shape our desires. If your feed is full of hauls, discount codes and micro-trends, you’re naturally going to feel the urge to shop. Curating your feed to include creators who champion rewearing, repairing or styling what you already own slowly rewires the cues that influence your behaviour. Or better yet, consider this another reason to put that phone down!
The Future Of Fashion Starts With A Pause
The future of fashion doesn’t depend on perfection, and it doesn’t mean we have to give up shopping completely. It simply asks us to pause long enough to make choices that reflect what we care about. Even stepping back for a moment reminds us that we can choose how, when, and what we consume, and that choice is powerful.
This blog was adapted from Episode 5 of Baptist World Aid’s Behind the Barcode podcast. To find out more about ultra-fast fashion and its implications listen here!
