Zero Waste as a movement is not embodied by festivals, websites or organisations, but by bloggers and YouTubers who have a collective desire for polished beauty and a clean, minimalist aesthetic. How are these extremely eco-conscious consumers minimising their impact on the planet?

Imagine your entire wardrobe fitting into a suitcase. That means everything; shoes, underwear, coats and trousers. Whether this fills you with hope or horror, it’s a reality for some. Un-fancy, the ‘wardrobe by numbers’ blog, exemplifies the minimalist fashion movement’s increasing online momentum.

“If socks can have a lifetime guarantee, why can't anything?” asks entrepreneur Tara Button. This is the premise behind her online store, Buy Me Once. It only stocks products – from tables and chairs to towels and toothbrushes – that are made to last a whole lifetime.

In 2015, Swedish fast fashion giant H&M was named one of the world’s most ethical companies thanks to its extensive sustainability efforts. But in an industry built on cheap thrills, can the rush of buying new stuff ever sit comfortably with the ethical responsibility to slow down consumption?