Document Type



People flock to YouTube for the latest videos from their favorite influencers, not realizing that the consumption habits of those influencers could lead to environmental disaster. This thesis builds upon the conversation about the need for sustainable messages on social media that target young, impressionable audiences. A detailed study of 15 videos from five fashion YouTubers reveals that: (1) fast fashion brands dominate across the platform; (2) fashion YouTubers fail to take responsibility for their unethical consumption habits; and (3) none of them successfully avoid unsustainable fashion choices, despite some efforts to do so. Meaningful solutions to the fast fashion crisis are lacking within YouTube's fashion community, and there is a need for influencers to educate and encourage their viewers about the environmental cost of a disposable lifestyle before it is too late.