We Need To Talk About Returns
Why we keep sending things back and what we can do about it
Among cat videos, the usual Euro-summer content, and all the ads on my IG, I noticed a trend I really wish we’d left in 2022: the haul.
We’re still in the age of the serial return, where bracketing (ordering the same dress in three sizes), wardrobing (wearing something once and then sending it back), and staging (showcasing items online before returning them) have become part of how we consume. And it’s all still so insanely normalised.
A recent survey of 2,000 UK households found that 69%* of Gen Z participants admitted to over-ordering with the intention of returning some (or most) of the haul. Compare that to just 16% of Baby Boomers. As digital natives, younger consumers have grown up in a world where you can’t touch or try before you click, so returns have become a safety net.
Of course this is not a Gen Z habit only. Let’s be honest: social comparison is the real disease of our era. You open your phone and there it is: someone’s new it-bag, a face glowing under the right light, with the right filter, in the right apartment. Even when we know it’s not real, not lasting, not effortless at all… it still kinda gets under our skin. No matter how good we actually feel about ourselves.
So we over-order. We bracket sizes. We film try-ons, wear it once, send it back. It feels harmless. And even if there’s a flicker of guilt, it’s easy to bury it under the buzz of having something new. Plus, everyone’s doing it, right? It’s the rhythm of online shopping now.
But while we scroll, post and return, retailers are quietly (and not so quietly) struggling to keep up. Return costs are sky-high, and many smaller (and bigger) brands simply can’t handle the pressure. They die. Sad, I know, but it’s true. Our habits can really break a business.
And then there’s the environmental cost, of course. Every return isn’t just a reversed transaction; it’s a van journey, a plastic pouch, and a garment that might not make it back into circulation. Many end up damaged or landfilled. We think we’re just clicking “return”, but what we’re really doing is fuelling a cycle that’s draining the planet and the future of fashion itself.
I know, size charts are horrible.
Another root problem is one we’ve all encountered: sizing inconsistency. Size charts are unreliable. Every brand seems to have its own system. Maybe you are Italian 38 which sometimes means you are a UK 8 or 10 but also a French 42? I hate French sizing, by the way, I feel bullied every single time.
Some brands have tried using AI and tech tools to help us get it right the first time. I’ve tested a few, and they’re not bulletproof (yet). As long as fashion prioritises speed and trends over longevity, this cycle will keep spinning.
So, what can we actually do?
I’m not here to preach or tell you anything you haven’t already read a hundred times. I’m also not saying you should never return something, or that I have the solution to an industry that often feels broken from within. But some habits can be unlearned. Some behaviours can become, quite simply, uncool. And even small actions can start to make a difference. As consumers, we might have more power than we think.
Here’s a start:
The one week rule. Before checking out, rethink your cart. Wait a week. If your cart and desire to purchase still survives it, ask yourself: Will I wear this more than once? Does it fit my real life? Am I buying this for me or for some other reason?
Use a tape measure! Take time to measure yourself properly. Keep a note of the brands and cuts that work best on your body or simply check the tags on clothes you already love and that fit you well.
is one of those creators that always has the best advice when it comes to learn how to dress your body type.Don’t let free returns be your excuse. Just because it’s easy, doesn’t mean it’s harmless: to the environment, to businesses, or even to your own peace of mind.
Build your own capsule wardrobe. Yes, it’s a cliché, but for good reason. The most sustainable (and stylish) wardrobes aren’t overflowing. They’re considered, worn-in, and loved.
Another thing I’ve stopped doing? Liking that haul post. You know the one, seven boxes stacked on the floor with the caption “trying these on for you guys!”
In 2025, that’s just not that cool anymore.
Let’s normalise outfit repeating, like
does, or remixing what we already own like , or getting creative with jewellery like ! Whether it is with accessories, vintage pieces or both. Let’s celebrate the people who know how to restyle their favourites with flair like , or or the ones who curate buying lists that are unique and second-hand like and do.Not engaging with disposable content is already a quiet act of rebellion. Because if the validation disappears… will we still post that haul?
Let me know what’s your take on returns! Are you a serial returner? What do you think can be a healthy way to change such habit?
Thank you for sticking with me,
Giulia xx
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G — this is brilliant. Lately, I’ve noticed some smaller brands (Tankair for ex) adding a re-stocking fee to their return process, too. It essentially forces you into critical thinking about what you’re ordering. Also…as someone who suffers from Short Torso Syndrome, if they don’t list the actual measurements of the piece…I’m out.
I try to be a conscientious consumer, but brands need to provide accurate garment measurements and use a diverse range of models before I start to absorb the guilt of returns.