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How to explain this schism, and the fact that a generation that has given the world Greta Thunberg, the climate change activist who excoriates the fashion industry from the pages of Vogue Scandinavia, also produced Love Island runner-up Molly-Mae Hague, recently announced as the creative director of the ultra-low-cost fast-fashion brand PrettyLittleThing in a rumoured seven-figure deal? “It did seem paradoxical to us, which is why we wanted to shed some light on it,” says Malthe Overgaard, a former researcher at Aarhus Business School. In 2020, Overgaard co-authored a paper with fellow researcher Nikolas Rønholt which surveyed members of Gen Z to find out why they consumed fast fashion while professing to care about sustainability and the environment.
