Homo Consumens, Amidst Advertising and ‘Sports’ Fast Fashion. The Role of Ethics in Marking Out the Vulnerability of Consumers

Abstract Nowadays, with the Internet and algorithmic machines, not only has fashion advertising become ubiquitous engaging, media also a paragon for other communicative languages. The relationship between certainly implemented sales visibility of lots brands but it boosted consumerism as guide our buying decisions. Such consumerism-centred phenomenon paved way to development success fast fashion, making people free experiment their own identity suggesting new choice criteria. dimension will be brought into focus by exploring (fast) promotion psychophysical wellbeing. Post pandemic crisis strengthening people’s central role responsibility in personal collective health, lot more attention been paid wellbeing therefore body care. Some areas have tapped vulnerabilities today’s consumers just consumption goods activities that promote wellbeing, lifestyle is about “consuming” opting instead long-term thus prompting reflect on experiences choices conscious, self-directed way.