This is why I’m sick of seeing ‘Europe hauls’ all over TikTok

“The fact that Europe hauls exist means we’re still shopping for specific occasions instead of thinking about longevity.”

For many people, this is undeniably the year of the ‘European summer’. And who could blame them? After a couple of years of no travel, we’re all itching to get across the ditch and spend our days lounging on some sun-soaked coast in Greece, drinking wine in Paris and eating giant bowls of pasta in Italy (before you ask, yes, I will also be doing this in a month’s time).

But there’s a trend I’ve noticed on TikTok since everyone announced their European summers, and it’s not one I’m loving. If you’re on social media, you’re probably familiar with ‘haul’ content. Typically, it means huge mailbags and boxes opened in front of the camera, packed full of items from all sorts of fast fashion brands.

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Though hauls first took off on YouTube years ago, TikTok has now become the platform of choice to deliver haul content in bitesize pieces for our watching pleasure. So much so that the hashtag #haul currently has 43 billion views on TikTok. I’m sure I don’t have to go into detail about the catastrophic effects of fast fashion.

You might’ve heard about the Rana Plaza collapse and the fact that each Australian disposes of an average of 23kg of clothing to landfill every year. We’re buying more clothes, wearing them for less time, and have built unrealistic expectations about the true cost and lead time of items. Fast fashion is destroying our planet.

I’m not placing the blame solely on us as consumers. It’s a tricky combination of capitalism, social media and stagnant wages, paired with a rising cost of living that means many of us simply can’t afford to purchase ethically-made clothing. Though we can all afford to shop slowly and considerably, but haul content is holding us back.

@sanamgoodman GRWM while i rant about Europe hauls 🫠 #slowfashion #slowfashiontiktok #europehaul #fashiontiktok #fyp ♬ original sound – SanamGoodman

The thing is, many fast fashion brands rely on hauls as part of their influencer marketing strategy. The more pieces they send to a creator, the more pieces will get in front of our eyes, and the more sales they’ll make – it’s simple. Creators rely on hauls to boost their engagement and grow their audiences, too.

As our European summers get closer, haul content from TikTok creators has amped up. ‘Europe haul’ posts, sometimes spread across three parts because of the sheer size of parcels, have plagued my feed. There are dresses for wearing to beach clubs, bags that fit the ‘Amalfi aesthetic’ and tops perfect for dining out in Barcelona.

Speaking to the camera, creators often debate whether they’ll take a particular item with them, or if they’ll need to purchase something to match. The hauls are microtrends galore, with no consideration if they’ll get worn beyond that one beach in Mykonos.

The fact that Europe hauls exist means we’re still shopping for specific occasions, instead of thinking about longevity and how pieces will fit with the rest of our wardrobes. We’re purchasing items to wear to Europe, wear to a party or wear out to dinner, instead of purchasing for the long-term. We’re seeing Europe hauls from creators and we think we need to do the same to keep up.

Instead of opening our wardrobes and choosing to pack pieces we already own (garments that were fine for an Australian summer only a few months ago), we feel the urge to buy something new. Also, it seems people are forgetting about all of the vintage stores and op shops across Europe, where you can find truly unique secondhand pieces.

I’m not denouncing the end of shopping. As someone heavily into fashion, I love buying clothing to add to my wardrobe. All I’m saying is we need to be more considered when it comes to shopping and stop thinking we need to consume more to look good and enjoy ourselves. I promise you, your current wardrobe is good enough for Europe.

For more on the problem with haul content, head here.