Boom Boom fashion is out, Baa Baa fashion is in
Over the past few weeks, the term “Boom Boom fashion” has echoed throughout the fashion world. The phrase emerged shortly after Prada’s fur-filled Milan show and has been gaining traction since.
Characterised by extravagance, bold colours, and excessive consumption, this trend celebrates maximalism, often at the expense of the environment.
Flashy and flamboyant, Boom Boom fashion may seem like harmless fun, but it highlights a troubling shift in our approach to style. The focus has moved away from sustainability and longevity, and toward short-lived trends that encourage overconsumption.
Haldi Kranich-Wood, Sustainability Expert at British Wool, weighs in on the trend:
“On the surface, Boom Boom fashion appears playful and liberating, all about bold style choices and self-expression. But when we explore further, sustainability concerns emerge.
“The trend promotes excess, and it’s this excess that harms our planet. British Wool is calling for a shift, a “Baa Baa fashion” revolution. Our research at British Wool shows that longevity is the top priority for UK shoppers, with 76% saying it’s the most important factor when buying new clothes.
“Trends like Boom Boom Fashion may be exciting, but they often lead us to make impulse purchases without considering the long-term cost, both to our wallets and to the Earth.”
Instead of choosing planet-harming synthetics like polyester or flashy, unsustainable fabrics, Baa Baa fashion champions slow fashion made from durable, eco-friendly materials like wool.
Wool is 100% natural, renewable, and biodegradable. It doesn’t contribute to microplastic pollution in our oceans or soils and requires significantly fewer resources to produce. In fact, producing 100 wool jumpers uses 18% less energy than polyester.
The message is clear: let’s trade fleeting trends for timeless style. Let’s go from Boom Boom to Baa Baa, for fashion that looks good and does good.