When was the last time you scrolled through Instagram without seeing a fast fashion spree or a $10 Amazon hack? 2019 maybe? Probably earlier. It’s been a while.
Fast fashion dominates social media, flooding Instagram and TikTok with influencer hauls, endless discount codes, and viral trends designed to get customers spending less but buying more. And it works—because their entire business model is built on impulse, volume, and non-stop advertising.
But as a slow fashion founder, you’re not just selling clothes—you’re selling values.
And yet, I see so many ethical fashion brands stuck in the same cycle of posting (and posting and posting) but still hearing crickets. You try consistency (read: every night at 10pm when you flop into bed), you try using the right hashtags/30 hashtags/no hashtags, you try sharing all your posts to your stories. You try it all.
And yet, it doesn't work. Sales are stagnating, and things are getting stressful. Sound familiar?
Well, posting and hoping isn’t a strategy in 2025. Ten years ago, maybe, when Instagram was quieter. But now, there’s a lot of noise—and a lot of fast fashion brands burning millions on ads, pushing your slow fashion posts to the bottom of the feed, burying them under polyester rip-offs and Shein sprees.
And this is the point where I see most slow fashion brands give up.
"Instagram isn't for me."
"The algorithm is against me."
"Instagram has changed. I’m moving to Threads/Fandango/some other app that will look after small businesses."
But this is exactly when you can’t quit—you just need a new strategy.
If you want to grow your slow fashion brand on social media without running ads, you need a smarter strategy—one that works for slow fashion. You can’t just do what fast fashion does—you need to do something different.
1. Stop making content—start creating connection.
Fast fashion wins with hype. Slow fashion wins with human connection.
Instead of just posting your products, start creating ‘engagement-first’ content: ask your audience questions, tell stories that make them feel something, and share behind-the-scenes moments of your process. People don’t just want to see what you sell—they want to see why it matters.
2. Stop talking at your audience—start talking with them.
If you’re treating Instagram like a one-way street, you’re missing out on real engagement. Instead of just posting and waiting for likes, start conversations, reply to every comment and DM, show up in your Stories daily, and use polls, Q&As, and interactive stickers.
When you engage, the algorithm pays attention—and so does your audience.
3. Stop relying on Instagram alone—start building a multi-platform presence.
If you’re running a slow fashion business and doing it solo (like 99% of my clients—I see you, I feel you, I am you), you can’t afford to put all your energy into one platform.
If you only rely on Instagram and the algorithm changes, your visibility disappears overnight. You know the saying about putting all your eggs in one basket? Instead, start diversifying your marketing:
Build an email list (so you’re not at the mercy of social media).
Optimise your website for SEO (so people find you on Google).
Get featured in ethical fashion blogs and media.
Because long-term visibility doesn’t come from hoping the algorithm works in your favour—it comes from owning your audience.
Truth bomb: you don’t need more posts, you need a strategy.
Fast fashion pays for visibility. Slow fashion earns relevance.
And if you’re tired of trying to figure out social media on your own—and ready for a strategy that actually works for slow fashion—I can help.
Join me for this month’s LIVE online workshop, F*ck Fast Fashion: The 7 Secrets of Successful Slow Fashion Brands, where you'll learn practical, no-ad marketing strategies to help you stand out and scale ethically.
We’re going live on February 27th at 9AM AEST—and if you can't make it, you'll get the recording and workbook to catch up in your own time.
It’s time to take action.
Because f*ck fast fashion.
Are you with me?
Claire x
