Abstract
This article stems from a doctoral research focused on fashion consumption through digital media and virtual platforms in Argentina during 2016–21, and its findings have revealed that a considerable proportion of the fashion-consuming population is changing their consumption habits, adopting innovative practices for reasons that extend beyond the mere acquisition of second-hand garments or sustainable brands. This article will glimpse at some of these ingenious and market-resistant practices, which have mainly been adopted in the virtual world. Such practices not only promote greater awareness about the pollution generated by the fashion industry and about the precarious work of some large fast fashion companies but also encourage swapping experiences and the implementation of recycling practices, as well as other sustainable actions such as mending, repairing and intervening on pre-loved and pre-used clothes.
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