The fast fashion industry’s rapid growth has transformed consumer behavior, driven by frequent trend changes and low prices. However, this has resulted in negative environmental and societal impacts, intensified by unsustainable consumption patterns. In response, this study examines the influence of social media influencer content on unsustainable consumption behaviors among Swedish Gen Z consumers, with a particular focus on fashion items. The purpose of this study is to analyze the relationship between social media influencers, their content, and consumers’ consumption behaviors, addressing the research question: “How does social media influencer content shape unsustainable consumption behaviors for fashion items in Swedish Gen Z?” Using qualitative methods, including focus group discussions with a convenient sample, a systematic thematic analysis was conducted to gather comprehensive insights on the topic.  Findings indicate that influencers hold significant power in shaping trends and showcasing fashion alternatives, with genuine and authentic content perceived as more compelling. Consumers often compare themselves to influencers and peers on social media, leading to increased consumption driven by the desire for new and trendy items. Limited concerns for environmental and social sustainability are observed, with factors such as availability and price prioritized over sustainability considerations. Additionally, the fear of missing out on exclusive offers and discounts contributes to impulse buying behaviors, reducing decision-making time and detracting from considerations of need and sustainability. In conclusion, the study highlights the profound impact of social media influencer content on consumption behaviors among Swedish Gen Z consumers in the fashion industry.