8 July 2025  The days of blindly chasing the next trend in fashion may be numbered. Amid growing concerns about working conditions, environmental harm, and a general sense of fatigue with fast fashion's speed and opacity, a cultural shift is emerging. In Austria and beyond, more people are turning inward—focusing on what sustains them rather than what's "in." Longevity, in its broadest sense, is gaining traction not only as a lifestyle goal but as a moral and practical response to a system many now see as broken. Fatigue with Fast FashionA recent multi-country study commissioned by Südwind and the Clean Clothes Campaign offers striking insights into changing public attitudes. Conducted by iVOX in December 2024 across six European countries—including Austria—the research revealed that 68% of Austrians are willing to pay more for fairly produced clothing. A resounding 87% demand that sustainable fashion brands ensure living wages and respect labor rights.The fatigue is palpable: 80% reject the outsourcing of production to low-wage countries without regard for human rights, while 86% criticize brands that pressure suppliers into unfair contracts. Moreover, transparency is a central concern. The lack of visibility into how and where clothes are made dampens enthusiasm for fashion itself—once a joyful form of expression, now often laden with ethical compromise. Südwind spokesperson Gertrude Klaffenböck emphasized that conscious consumption alone isn't enough to fix systemic injustice. What people want, the study suggests, is accountability from brands and legal frameworks that make fairness the rule rather than the exception. New Rewards, New ValuesAs the glamour of trend-chasing fades, people are finding new ways to reward themselves—ones that feel better aligned with their values and don't carry the same ethical weight. This shift is visible in the rise of what's being called the "longevity lifestyle."According to the Handelsverband Consumer Check, carried out in June 2025 by Reppublika Research, 89% of Austrians consciously invest in their long-term health and wellbeing. Though only 19% had heard the term "Longevity" before, the principles behind it—sustainable nutrition, exercise, rest, and prevention—are widely embraced. Half of the respondents reported spending money on healthy food, supplements, and fitness. Nearly as many invested in sleep, medical check-ups, and a health-supportive living environment. Furthermore, 40% reduced their sugar intake, 21% gave up alcohol, and 34% now eat less meat. This redirection of resources from material consumption to health-enhancing activities indicates a broader cultural re-evaluation. Instead of the fleeting satisfaction of a new garment, people seek long-term vitality, peace of mind, and a sense of control over their lives. Longevity: The New Measure of WealthThe growing appeal of longevity is more than a passing trend—it's a signpost toward a new understanding of prosperity. At the same time as class distinctions have become less visible through clothing, living well is increasingly defined not by luxury, but by knowledge.And importantly, it's affordable. As the Handelsverband study highlights, it's not wealth but know-how that defines this movement. Knowing what to eat, how to sleep better, and which habits to adopt are more valuable than shopping budgets. People aren't just looking for products—they're looking for trustworthy information, transparency, and meaningful support from retailers. Ultimately, longevity is about investing wisely—in one's body, mind, and values. It's a quiet but powerful counter-narrative to overconsumption, reminding us that sustainability begins with how we live, not just with what we buy. Image: A couple prepares a healthy meal together in a bright, modern kitchen. The room is filled with natural light from large glass doors that open to a sunny, green backyard. Photo: © Fashion.at generated with Imagen, Google AI Studio |