The luxury resale market is expected to grow five times faster than the luxury market as a whole by 2025 and will be twice the size of fast fashion by 2029.

The specific numbers differ according to source, but the growth concerns are the same. You can look at these numbers in two ways; one that fast fashion is slowing, and more clothes are being re-used - sounds like a good thing.

The bigger picture view is that the sheer amount of product is growing exponentially, and it’s being shifted to a new unsustainable rotating stockpile thanks to todays’ culture of disposability. Instead of congratulating ourselves, these numbers highlight that we have to stop production.

Society has become numb and reliant on fashion curation by data and someone with some old clothes at home and an Instagram account.

Stop overconsuming and fashion will stop over-producing. Unless you are a collector making wise investments, having too many clothes, old or new, is the new smoking and the new busy. We have to stop glamourising it.

Read the Byronesque small print campaign in London, NYC, and Paris.