By Cristina Rivas - Translated by Ángela Suárez
In today’s digital age, content creators play a pivotal role in shaping trends and values. Within the world of sustainable fashion, their influence can be both enlightening and, at times, contradictory, depending on how they approach the conversation.
The Power of Social Media in Sustainable Fashion
Social media has become a powerful tool for promoting sustainable fashion. Through creative, educational content, creators have the opportunity to raise awareness about eco-friendly materials, ethical manufacturing processes, and practical tips for adopting a more environmentally responsible lifestyle. Collaborations with experts and conscious brands help amplify these messages, fostering a more informed and engaged community.
The Story of @lacirculander
One notable example is Natalia Salazar, better known online as @lacirculander. Based in Cali, Colombia, Natalia is a prominent content creator focused on sustainable fashion and mindful consumption. Beyond her work on social media, she previously served as Country Coordinator for Fashion Revolution Colombia, a global movement advocating for transparency and ethics within the fashion industry.
(Via Instagram: @lacirculander)
Through her Instagram account, Natalia shares educational and practical content on circular fashion, garment reuse, and ways to reduce the environmental impact of clothing consumption. Blending activism with a conscious lifestyle, she seeks to inspire her audience to adopt more sustainable habits in their everyday wardrobes.
Thanks to a dedicated and engaged community, Natalia uses her platform to spotlight ethical fashion initiatives, promote textile recycling workshops, and collaborate with brands that align with her sustainability values. Her work has played an important role in raising awareness about the need for more responsible consumer habits in the fashion industry.
(Via Instagram: @lacirculander)
Her project first took shape in 2020 as a second-hand clothing venture, which later evolved into a blog. In Natalia’s own words:
“Starting a second-hand clothing shop wasn’t just about selling for the sake of selling. It was my way of offering and showcasing alternatives to fast fashion.”
After stepping away from the business for academic reasons, a new idea emerged:
“I thought, ‘When I return to this project, I want to be my own influencer.’ So, I started creating content, first featuring outfit ideas, but always centered on reuse. By sharing my conscious lifestyle, I wanted to show that there are many different ways to consume and to wear a garment a thousand times.”
Community Reach and Impact
The response from her audience has gone beyond likes and comments, sparking direct participation:
“For 14 days, a girl — I can’t recall if she was a content creator — took on one of my challenges. She tagged me for several days, and it was so exciting to see her create different looks with the same dress. I also know people who aren’t content creators but have tried some of the challenges because they’ve told me about it.”
Natalia emphasizes the personal, authentic nature of her content:
“You can see my personality in the way I create content. I bring in a gender perspective — I’m a feminist, by the way — and sometimes include reflections inspired by what I’m reading. These are sensitive topics that need to be carefully explained.”
Educators or Consumption Promoters?
Content creators have the potential to be powerful agents of change in the pursuit of sustainable fashion. Their influence can inform and empower audiences to make more conscious purchasing decisions.
However, it’s a fine line to walk. Without realizing it, they could become inadvertent promoters of consumption disguised as sustainability. The challenge lies in preserving an authentic, educational approach — one that places the welfare of the planet and its beings above commercial interests.
Sources:
https://lacirculander.com/pages/quien-soy
https://www.youtube.com/watch?v=tFjnKQ9H-L4
https://www.instagram.com/lacirculander/
