Fast Fashion. Die Schattenseiten der Mode, exhibition view. Photo: © Staatliche Museen zu Berlin, Museum Europäischer Kulturen / David von Becker
Fast Fashion: The Dark Side of Fashion Unfortunately, a fast pace characterises a lot of the fashion consumption of today. Large fashion chains bring new collections to the market every two weeks in order to maximise profits, and this, in turn, keeps the customer returning. The special exhibition Fast Fashion. Die Schattenseiten der Mode, conceptualised by the Museum für Kunst und Gewerbe Hamburg (MKG), takes a critical look at the consequences of fast fashion. TEXT: NANE STEINHOFF
On average, every German buys 60 items of clothing annually – more than one per week. But many of these get worn rarely, if ever, before they end up in the old clothes collection. For many people, shopping has become a favourite pastime – regardless of whether or not one really needs new clothing. The hunt for trophy bargains lets one often forget the real price which the environment and manufacturers have to pay for this. The production of one single cotton T-shirt 14 | Issue 80 | November 2019
alone uses up around 2,700 litres of water which, in turn, often pollutes rivers after being burdened with toxic substances after chemical dyeing processes. This leads to people living in the countries of production, like Bangladesh, being threatened by permanent environmental pollution and contaminated groundwater. There, women primarily earn a living as seamstresses in the garment industry. Their working conditions and
wages are grossly unfair, and this is being realised by more and more consumers: so how can it be that a T-shirt costs less than a cappuccino? Supply and production chains are often highly complex. The textile and garment industry therefore poses as a prime example for the negative consequences of global production and fast-moving consumption. Clothing degenerates into disposable items, ends up on the scrapheap and ruins small local producers in African countries, with cheap secondhand clothing imports. An exhibition shedding light on negative effects The special exhibition Fast Fashion. Die Schattenseiten der Mode, conceptualised by the Museum für Kunst und Gewerbe