TELEVISION SHOWS AND SUSTAINABLE FASHION TRENDS AMONG AJAYI CROWTHER UNIVERSITY FEMALE UNDERGRADUATE STUDENTS’ FASHION CHOICES : A STUDY OF FLAWSOME

The fashion industry, long associated with trends, style, and glamour, has undergone significant transformations over the years. Historically, fashion was primarily concerned with aesthetics, clothing served as a reflection of personal style, wealth, and social status (Barnard, 2002). However, in recent decades, there has been a noticeable shift in the way the fashion industry operates. Beyond visual appeal, a growing focus on sustainability has emerged. This change in focus has been driven by increased environmental awareness, rising concerns over climate change, and the negative impact of fast fashion on the planet (Fletcher, 2008). Sustainable fashion advocates the use of eco-friendly materials, ethical labor practices, and the promotion of conscious consumption (Joy et al., 2012). As fashion evolves into a more responsible industry, the role of media in shaping consumer habits has become increasingly significant (Beard, 2008). The media, particularly television, has long been a central force in shaping public perceptions, preferences, and lifestyle choices. It is through television content that individuals are introduced to new trends, ideas, and societal shifts (Holt, 2002). Over time, television shows have evolved from simple entertainment to cultural phenomena that influence how people think, behave, and make choices (Lunt & Livingstone, 2012). From shaping beauty standards to influencing consumer behavior, television has had a profound impact on society (Gerbner et al., 2002). In recent years, television dramas have become particularly powerful tools for influencing cultural and societal trends, as they often provide a platform to address broader issues such as identity, social justice, and, increasingly, sustainability (Littau, 2007). Television dramas such as Flawsome, a popular series on Showmax, represent a prime example of how media can influence fashion trends while simultaneously raising awareness about broader societal issues. Flawsome is not merely a story about the lives of women navigating their careers and personal choices; it is also a narrative that subtly weaves in important themes like empowerment, self-expression, and environmental consciousness (Elliott, 2021). Through the portrayal of characters, their lifestyle choices, and the fashion choices they make, Flawsome plays a significant role in influencing how its audience perceives and engages with the world around them (Tian & Hoffmann, 2010). The show’s depiction of strong, independent women who are aware of both their individual power and their environmental responsibilities offers a model for how television can promote sustainable fashion (Fisk, 2013). The influence of television on consumer behavior cannot be overstated, especially among younger audiences. Young adults, particularly university students, are often more impressionable and open to new ideas, making them a key demographic for media content (Levin & Kilbourne, 2011). In this context, the students at Ajayi Crowther University, like many young adults, are avid consumers of television content, and their exposure to shows like Flawsome has the potential to shape their fashion preferences. Fashion choices among young adults are influenced by many factors, including peer pressure, social media, and most notably, the television content they consume (Zhou & Zhang, 2018). As television has become a powerful force in shaping lifestyle choices, it is essential to understand how these shows, and the characters they present, influence attitudes toward sustainable fashion, especially among young, impressionable viewers (Finkelstein, 2011).