"A garment spends 2.2 years on average in a UK wardrobe. Fashion is among the biggest polluters, yet the media still promote throwaway fast fashion. The growing fashion public relations industry encourages and enables this media coverage. This policy brief identifies patterns in the way journalists ... and influencers cover fashion which contribute to unsustainable buying behaviours. Research recommends practical steps to improve media coverage to make consumption sustainable, by changing consumers’ understanding and reducing the pressure on them to buy ‘fast’ satisfaction. This brief is based on the original analysis of 1,000+ media artefacts in the UK – from magazines to newspapers, gossip weeklies to Instagram influencers." (Key messages) more