And 40 per cent admitted they only tend to wear a small selection of garments – items they’ve purchased in the hope of keeping up with the new ‘must-have’ trend.
But the study found wanting to keep up with the latest styles is somewhat of dilemma for those polled.
Despite being eager to shop more ethically, 30 per cent don’t know what the alternatives to fast-fashion are – especially if they want to appear fashionable.
However, a slow fashion catwalk unveiled at Samsung KX – which also commissioned the research – has been held with the aim of providing inspiration.
The stunning shots taken on the Samsung Galaxy S21 Ultra 5G feature one-of-a-kind sustainably curated collections by up-and-coming designers.
Image-conscious youngsters are ‘desperate’ to ditch fast fashion
Hosted in collaboration with renowned sustainable fashion expert, Patrick McDowell, the catwalk boasted 11 looks and formed part of Graduate Fashion Week (GFW).
He said: “It was incredible to host GFW’s slow catwalk at Samsung KX. Creative education is the most important tool that we can arm young people with for the future.
“I am so proud to be celebrating the class of 2021’s creative vision for a more considered and sustainable industry.”
Carried out through OnePoll, the study also found more than a quarter have made their own clothes in a bid to be more eco-friendly.
While 39 per cent would rather be ‘sustainable’ than ‘fashionable’ if they had to choose one.
PATRICK MCDOWELL’S TOP TIPS FOR BEING SUSTAINABLE AND FASHIONABLE
REGENERATIVE TWISTS: Explore buying Monofibre garments, where the whole garment – including the thread and labels – are made from the same fibre. Post use, it makes it much easier to recycle or biodegrade.
FASHION THAT’S FOUND: Explore the back of your own cupboards for something that can be reused or transformed. As Orsola De Castro says, ‘the most sustainable clothing is already in your wardrobe’.
STORYTELLING STYLING: Don’t be afraid to seek or create garments which express your personal stories. This is what fashion is all about and your stories set you apart from the crowd.
GEN Z REIGNS SUPREME: Support brands that are genuinely making a difference and share the benefits of their success.
DIALLING UP CONCRETE DETOXING: Sustainable habits don’t stop with your wardrobe. Explore growing your own plants at home where only you can decide what goes on them and into your soil.