What is fast fashion?
The term fast fashion can be best defined as inexpensive, trendy clothing that takes ideas sampled from the catwalk and celebrity culture and turns them into dresses in high-street stores at breakneck speeds to satisfy consumer demand. The goal is to launch the newest trends as soon as possible so that consumers can purchase them at the height of their popularity and then, regrettably, discard them after only a few wears. This is predicated on the notion that wearing the same clothes repeatedly will make one look out of date and is a fashion faux pas. This is a crucial component of the destructive overproduction and overconsumption system that makes the fashion industry one of the biggest pollutants on the planet (Rauturier, 2022).
Reasons why fast fashion is popular
Fast fashion is affordable.
Thanks to fast fashion, consumers are able to buy trendy clothes at very inexpensive prices. Because they are created cheaply, they can regularly buy the newest trends. To keep up with the constantly changing needs of consumers, fast fashion is speeding up the supply chain and cutting costs (Assoune, 2020).
There are many style choices.
New trends in fast fashion emerge every week. Design and production times have been drastically shortened. Many fashion firms and stores can quickly sketch, produce, and sell new clothes that are influenced by the newest trends. Fashion Nova is a rapidly expanding fashion brand that has the support of numerous influencers and is expanding by leaps and bounds. Every week, 600 new types are produced (Assoune, 2020).
Fast fashion is available everywhere.
It is hard to ignore fast fashion because it is everywhere. The ability to buy new and trendy clothes on the Internet or in street stores is very real for consumers. One of the most well-known fast-fashion retail giants is Zara. The company produces all kinds of garments, footwear, and accessories. It is the largest company in the Inditex Group, the world’s largest apparel retailer. In total, there are 2,259 Zara stores in 96 countries worldwide. (Assoune, 2020)
The human and environmental impact of fast fashion
Every element of fast fashion—low quality, fast production, trend copying, and competitive prices—has a harmful effect on the planet and the people involved in clothing production. For example, brands like Boohoo use toxic chemicals, hazardous dyes, and synthetic fibers that permeate water sources, resulting in the disposal of 11 million tons of clothing in the United States alone each year. Containing lead, pesticides, and countless other chemicals, these garments rarely break down. Lead, pesticides, and numerous other chemicals are present in these clothes, which are rarely decomposed and dumped in landfills, where they release pollutants into the atmosphere. Fast fashion has a carbon footprint similar to that of the oil and air transport industries. Nike is only one of several fast fashion companies that are violating human rights for the sake of fashion, despite the fact that the news regarding Nike’s sweatshops is well documented. Fast fashion has an adverse effect on both the environment and the health of both customers and store employees. Today’s clothing on the market contains toxic substances, including benzothiazoles, which have been linked to various cancers and respiratory conditions. Wearing these subpar clothes might be harmful to our health because the skin is the largest organ in the body. In the factories, cities, and homes where fast fashion is produced, this risk is only increasing. For example, dyeing conventional textiles frequently discharges “heavy metals and other toxic substances into local water systems that can have a negative impact on the health of nearby residents as well as animals, putting the health of those working in the garment industry at constant risk. And that’s not even taking into account the long working hours, the unfair wages, the lack of resources, and even the physical abuse.
Solutions
According to Assoune (2020b), here are the solutions:
1. Buy less fast fashion.
Think about the consequences of what we are purchasing.
2. Buy higher-quality clothes.
Giving up on fast fashion and starting to buy higher-quality clothing makes them feel better. It’s also good for their budget and sense of value.
3. Rent your clothes for a special occasion.
The benefit of renting clothes is that not only can they save money, but they can also save space in their home.
4. Choose natural, organic materials.
Look carefully for fabric and an organic certificate.
5. Donate your unwanted clothes.
Think about donating your old clothes; somebody may need more than you do.
References
Assoune, A. (2020). The Advantages of Fast Fashion for Consumers. [online] Panaprium. Available at: https://www.panaprium.com/blogs/i/advantages-fast-fashion [Accessed 13 February 2023]
Assoune, A. (2020b). Top 10 Solutions To The Fast Fashion Industry. [online] Panaprium. Available at: https://www.panaprium.com/blogs/i/solutions-to-the-fast-fashion-industry [Accessed 17 February 2023]
Rauturier, S. (2022). What Is Fast Fashion? [online] Good on You. Available at: https://goodonyou.eco/what-is-fast-fashion/ [Accessed 13 February 2023]
Stanton, A. (2023). What Is Fast Fashion, Anyway? [online] The Good Trade. Available at: https://www.thegoodtrade.com/features/what-is-fast-fashion/ [Accessed 13 February 2023]
