How are you supporting the fast fashion industry?

What is fast fashion?

You have probably heard the term “fast fashion” frequently in the last few years, whether it was in a news article or on social media, it is something we should be aware of. So, what is fast fashion?

Fast fashion is the rapid production of inexpensive clothing by massmarket retailers in response to new and upcoming trends.

Although fast fashion produces fashionable items and is inexpensive it has a vast number of negative consequences.

Trend cycles

Due to social media the trend cycle has shortened tremendously- in the past trends would last around 20-30 years with 3 separate phases before they were completely rejected. The fashion magazine Savoir Flair states that “The 20- year fashion cycle is dead”. Social media gives us quick access into other people’s lives through apps like Instagram and TikTok. These people are paid to promote and wear clothes in order to influence the public into buying the latest fashion trends, which then leads to people having more than they need.

In the past new fashion designs used to be introduced seasonally whereas fast fashion brands now release multiple designs in as little as a week so that they can stay “on trend”. This has a significant negative impact on workers and their working conditions, as well as the environment as the clothes are made of cheap synthetic materials which do not decompose.

Negative consequences

Fast fashion results in many social issues. Back in July 2020 the brand boohoo received a backlash for paying workers under the minimum wage. In the UK employees over 25 should receive at least £8.72 an hour whereas boohoo workers in a factory in Leicester, were being paid £3.50 an hour, whilst not receiving any protection from the COVID-19 pandemic. Another similar incident occurred in the USA with the

brand Fashion Nova, that was found to be paying the workers $2.77 an hour. Many other brands use factories in places like Bangladesh and Vietnam (lowincome countries) to source their products where working conditions are just as bad.

Another one of the problems with fast fashion is not only how they treat their workers, as seen in the boohoo incident, but the material they use. Plastic fabrics like polyester don’t biodegrade like other fabrics such as cotton. It is estimated that 230 million clothes end up in landfills in the UK alone.

So, what are our Solutions?

It is seen from our habits that we prefer cheap bad quality clothing which makes us look “trendy” compared to good quality clothing which you may have to pay more for. This may be because there is a gap in the market when it comes to teenagers who want to look good but also want to buy from ethical brands. It may be that we need to educate ourselves and others into needing less and reflecting on the impact of relying heavily on fast consumerism. There is nothing intrinsically wrong with fashion or trends and there must be a way of enjoying style without harm.

Although there are many ecofriendly fashion brands on the market their demographic doesn’t fit with teenage tastes. Should more such brands appear for teenagers they should be supported, and teenagers must avoid those brands that damage the planet. The buying of better-quality items that last longer, even if more expensive, may be a way forward.

Thrifting and shopping in charity shops is a great solution because it lengthens the lifespan of the item of clothing instead of it ending up in a landfill. Money goes to charity and there is therefore the added benefit, you are helping others whilst shopping for clothes you want. It allows for individuality in fashion and lets people find their own personal style.