Fast Fashion
Fast fashion is the production of trendy, low-cost clothes typically made from inexpensive, synthetic materials. The industry promotes overconsumption, as fast fashion encourages the practice of buying new clothes with each new trend that emerges. Fast fashion is undoubtedly a reflection of societal changes happening today.
Fast fashion “comprises 10% of total global carbon emissions, as much as the emissions generated by the European Union” (Maiti). The premise of fast fashion, making cheap clothes and selling them as quickly as possible, reinforces the irresponsible use and waste of the Earth’s dwindling resources. The consumption of water and natural resources by fast fashion is devastating, and the industry utilises major amounts of fossil fuels. Although many are aware of this, individuals from low income households rely on fast fashion.
The customer base is not only those restricted financially, however. Social media has created a habit of focusing on new microtrends every couple months (or even weeks). Garments from businesses like H&M, Shein, and Zara are known for falling apart after a couple wears, and brands intend it that way. Companies see the hanging fruit of microtrends, and they take advantage of it. They know it proves much more profitable to make clothes that fall apart, to entice customers to buy into next month’s fad. Even if an individual finds a piece they like for an extended period of time, they will no doubt have to rebuy it every couple months.
It seems that life, with the rise of virtual communities, is going by quicker by the day. With society’s focus changing so frequently, most individuals do not think to slow down and look for perspective on “simple” choices they make each day, such as buying a new shirt or pair of pants. However, studies have made it clear that fast fashion and other industries that share the values of cheap production and retail value are wrecking the already fragile environment. Studies show that “emissions from textile manufacturing alone are projected to skyrocket by 60% by 2030” (Maiti). If a change is not made, we will all feel the repercussions.