The French influencer, who has more than a million subscribers on YouTube and Instagram, is known for her fashion and beauty videos. But after one click, he turns everything upside down, his life and business model. Today, he tells the sources of not so rare addiction.
Her first beauty tutorial, posted on YouTube in 2011, was about foundation from the popular makeup brand MAC. But over the years, Sandra, a hairdresser by profession, has diversified her palette of subjects. On her channel we chat about fashion, lifestyle and shopping. Having emigrated to the United States, the YouTuber quickly found success, especially around sequencing unboxing:. Subscribers accumulate as much as the clothes that pile up in her closet. Until “electroshock” from several shocks in his life. A year ago, Sandra decided to put an end to fast fashion. In a YouTube video that has already been viewed nearly 100,000 times, she sums up her weaning.
From now on, Sandra intends to use her influence wisely. She now alerts her community to disposable fashion, known as “fast fashion,” and its social and environmental abuses. Because despite their dubious and dubious practices, brands like Shein, Boohoo, Pretty Little Things or Zara continue to attract the younger generation as well as influencers who order (very) cheap clothes mountains: And this, even though IPCC scientists highlighted in a report last April the role that impactors can play in the ecological transition. A story of encounter and transformation.
Madame Figaro.- One year ago you decided to finally stop fast fashion. What was the trigger?
Sandrea: Since the beginning of 2019, I have already reduced my consumption. At the time, what motivated me to stop fast fashion in the first place had to do with the quality of the clothes, which I didn’t consider “sustainable”. The seams, the fabrication… it wasn’t worth it. But it was only in August 2021 that I finally stopped. At that time, I have no other consideration than “how to present myself” and “how the clothes fall on me”. Through fashion, I claim to enter a certain environment. I tell myself that if I’m dressed in Boohoo, it won’t go over if I’m invited to Fashion Week. And then there’s the health crisis. Everything is changing there.
I was in denial, I didn’t want to admit I was wrong
sandra
How has the Covid crisis shaped your awareness?
That’s a big trigger. Before that I was always traveling, I didn’t have time to ask myself and suddenly I look at myself in the mirror. I see news reports that nature is taking back its rights, that dolphins, for example, have returned to the area for the first time in years… It’s all part of the electric shock that helps me think about my impact. the planet.. I’m rethinking my way of consuming, creating content on YouTube and social media. Then I want to transform my influence, have a beneficial effect and, why not, create a little click in my community. This whole period also corresponds to a big question mark in my personal life. I am divorcing my American husband at that time.
In the video, Sandra looks back on her year without fast fashion
Has your online community ever warned you about the effects of disposable fashion?
Not at first, because we weren’t necessarily aware of the behind-the-scenes yet. Then documentaries came to light behind fast fashion, and some critical comments started appearing under my videos. But to be honest, I haven’t watched them. I was in denial, I didn’t want to admit I was wrong.
What did fast fashion mean to you back then?
Fast fashion fulfilled my desire to own. I come from a modest family, I didn’t have access to everything. As a child, I took my older sister’s things for a long time. Then I grew up, earned my own salary, and was finally able to fill the gap that “13-year-old Sandra” felt. Buying fast fashion has become a habit and a way to express my personality. I still didn’t really know who I was and I went through all the styles: rock, retro, bohemian… I felt so empty and sad that placing an order for 20 products gave me a little happiness. Then I opened the order, felt pleasure again, then put all the pieces back in the box. Without ever wearing them or cutting off the tags. It was the same thing with luxury. I enjoyed buying designer pieces and it gave me a moment of satisfaction. Even more than fast fashion, more because I had to save money and people complimented me more.
Buying fast fashion was my way of dealing with my negative emotions
sandra
Fear of letting go, reward logic. In this consumption of fast fashion we find the mechanisms of addiction…
Yes, it is certain. I have an addictive personality and that is why I have always avoided gambling. On the other hand, I was not aware for a long time that using clothes can become an addiction. For me, buying fast fashion was a way to deal with my negative emotions. But it had a bad effect on my life. Primarily financial, as spending thousands of dollars on purchases inevitably takes a toll on your bank account. And then, I basically felt physically and psychologically depressed.
In a YouTube video, you talk about the Balenciaga sneakers you ended up buying when they weren’t your style. Why do you succumb to trends?
For years I thought it was important to keep up with new trends. I was mainly looking for the approval and recognition of others. Today, after more than three years of therapy, I realized that it was not worth it. I want to be more authentic and show my true personality on social media. And too bad if I don’t have everyone’s validation.
Back in the day, I would never dare to show myself in the same outfit twice
sandra
It’s rare to see influencers appear in the same outfit more than once. What effect did social media have on your overconsumption?
It is certain that social networks have increased my appetite for “clothing”. Especially since at one time I would never have dared to show myself twice in the same outfit. They would tell me, and I would feel uncomfortable and ashamed. Even today, I sometimes get comments that I wear the same clothes. I want to answer. “Yes, I like them, they fit me well, what’s the problem?” But for several years I took this cue from the networks. Without it, I would never have consumed so much, I would not have had injections, I would not have modified my body, I would not have spent so much money, I would not have traveled to certain places…
As an influencer, some of your content was associated with fast fashion brands. Has this decision to drop it affected your business?
Yes, I had to stop certain collaborations. There are brands that don’t want to work with me anymore because I’m against what they do. And then, you should know that most of my content was affiliate. I took a financial resource from it. Therefore, rethinking my consumption also meant rethinking my business model and accepting to lose money.
When we review fast fashion consumption, do we favor brands? green and ethical?
Buying green and ethical is good, but it is still and always consuming. From my point of view, when ecological consciousness arises, everything in life must change. we can decide to buy better, but first we need to reduce our consumption in general. That goes for everything: fashion, decorating… Now I try to buy as much second-hand stuff as possible: toys, furniture and even fast fashion. Many things already exist, so you can share and use them too. Especially since there’s something for every taste and every wallet. Because, let it be said, not everyone has the means to buy ethical parts.
In the video: the fashion industry in 12 characters
How has consuming less been a virtue for you?
It was in every way. Already, I have less laundry and laundry to do so less mental burden. Then today, I feel so proud to have regained control over my impulses. I don’t even want to buy anymore. Now my state of mind is more like this. “What am I doing to reduce my carbon footprint as much as possible?” It became my new challenge.
Source: Le Figaro
