It was refreshing to hear that traditional methods of market selection and targeting cause large amounts of waste and perpetuate inaccurate beauty standards. Especially with the current emphasis on body positivity and inclusiveness in the fashion industry, the traditional standards of high fashion have been dwindling. In order to minimize waste and extend the true meaning of fashion to people of all backgrounds, the author introduces methods of observation and direct participation. To ensure consumers’ well-being, personalized tailoring services like in the case of Matrushka should be implemented in stores to encourage people to take better care of their clothes to make them last longer, eliminating unnecessary waste in fast fashion. This piece made me think about several alternative ways of being sustainable without having to forgo participation in fast fashion. Small scale changes like at store tailoring can really change people’s consumption habits.