MAGDA

Social Media Swap Shopping.

Ever browsed social media and had that ‘oh I wish I could swap outfits with her’ moment? Well thanks to the Swedish fashion initiative ShareWear this could be a reality in the very near future. ‘Shwopping’ is the new social media phenomena that allows you to share clothing with others on Instagram.

ShareWear aim to get people thinking about the millions of tonnes of textile waste that is sent to landfill each year using that idea that you learnt in kindergarten… sharing! Rather than disposing of your unwanted fashion items, you can give someone else a chance to wear them out by participating in the Shareware ‘Democreativity’ intuitive that ‘aims to inspire a sustainable way to be fashionable’.

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How it Works

The Shareware initiative is a two fold attack on the way we consumer fashion. Firstly the Sharewear team are offering a collection of amazeballs (yup… they are that good) ready to wear items for you to borrow from some of Sweden’s most prominent fashions brands, such as Filippa K, Hope, House of Dagmar, NIKOLAJ d’ETOILES, Uniforms for the Dedicated, Weekday and Whyred.  The Shareware collection is uploaded onto Instagram, and the first person to comment on the image of item gets to have it in their closet for a week. Once you are done you ‘pay it forward’ by posting a piccy of the item and passing it on to the next person who wants to wear it! A system that is well and good as long as you live in a geographically adjacent place to borrow them right? For those who can’t get their hot little hands on theses Swedish delights the team are suggesting that you start your own share system by letting your friends know they can borrow your clothes! All you have to do is snap a photo of the item you would like to share, upload it to Instagram and hashtag with #sharewear. Then your fashion items will be off on all kinds of exciting adventures until if/when you want them back.

A little note that the freaking #amazeballs image of the pretty lady above isn’t mine. It’s taken by one of my favourite photographers Magdalena Wosinska and you should most definitely check out her work because it’s beautiful. 

Do you think this is a system you would take advantage of? Would you feel comfortable sharing clothes? Perhaps you already do something like this with your friends. Let us know your thoughts below.