Fashion benefits from morals - like the idea of showering daily benefits the cosmetics/body care industry. I have a relative in one of the big French companies who saw a huge drop-off in shampoo/bathing products during covid when people were working at home. If we all decided that fresh water was too precious to waste we might materially impact this person's business - so they are eager to convince everyone that it's morally right to wash umpteen times a day.
Similarly clothing is marketed and that marketing works on us.
Other than telling such people to f-off, how do we get out of the negative loop they are only too eager to drive us into?
So if some activity were to be negative for everyone - e.g. if it generated a lot of waste that was hard to handle and caused large unnecessary carbon emissions .... then we could end up needing laws to limit that damage.