Targeting the ‘weak consumer’ to leverage sales is a corporate ploy as old as time, and now more than ever, our lives are constantly disrupted by marketing. Everywhere you go, every time you open your phone, every avenue of life seems berated by marketing schemes to get you to buy something new. Inherently, sustainability has a hard time fitting into the puzzle of consumption culture. As fashion is a huge part of consumer culture, I often wonder how sustainability and fashion fit together and if the constant creativity of new products and pieces is the enemy of sustainability?