What is Fast Fashion?

July 22, 2024By Selin Erdogan

Defining Fast Fashion

What is fast fashion? Fast fashion refers to affordable apparel that is quickly manufactured by large-scale retailers to keep up with the newest trends. While this approach makes clothing cheap, quick, and readily available more than ever before, every outfit comes with an environmental cost, and in the world of fast fashion, that price is alarmingly steep.

In an era where clothing production ranks as the third largest manufacturing industry, trailing only behind automotive and technology, the environmental impact of textile production is staggering. According to the UK House of Commons Environmental Audit Committee, textile production generates more climate change emissions than international aviation and shipping industries combined. Central to this issue is the phenomenon of fast fashion, a somewhat familiar business model that churns out trendy, affordable clothing at breakneck speed, characterised by quick production cycles, low prices, and high turnover. This business model leverages a global supply chain to cater to the insatiable and never-ending demand for the latest styles, taking advantage of the fact that the constantly shifting fashion trends never fully satisfy customers, often resulting in garments worn only a few times before being discarded. Moreover, according to the Australian Circular Textile Association (ACTA), approximately 30 percent of all clothes produced worldwide remain unsold, leading to significant environmental waste.

Over the years, although clothing production has doubled, the lifespan of garments has decreased, resulting in a negative trend. The fast fashion industry perpetuates a cycle in the brain akin to addiction by constantly presenting fresh items to admire and covet. Purchasing clothing, particularly at discounted prices, provides a sense of satisfaction for many, and fast fashion enables consumers to indulge in this pleasure more frequently and in larger quantities. As we navigate the complexities of today's world, understanding the role and repercussions of fast fashion becomes crucial, challenging us to rethink our consumption habits, their societal impact and environmental footprint.

The Rise and Appeal of the Fast Fashion Industry

The Industrial Revolution brought about a dramatic shift in the clothing industry. Before the 18th century, every piece of clothing was handmade, from weaving the fabric to sewing the garments, which made clothes quite expensive. So, most people had no choice but to craft their own garments. However, with industrialisation, everything changed. Factories and textile machinery emerged, reducing the cost of clothing and ushering in an era of mass production. This historical shift not only transformed how clothes were made but also changed how we think about fashion, leading us to today's critical focus on fast fashion.

Fast fashion emerged in the late 20th century with brands like H&M and Zara leading the way, revolutionising the clothing industry by introducing a model focused on speed and affordability. By the early 2000s, such fashion brands started to move away from the traditional fashion seasons of spring/summer and autumn/winter, with Zara starting to offer new product deliveries every two weeks. Zara’s strategy of quick turnaround times and small batches set the stage for other brands to follow, enabling them to quickly adapt to changing fashion trends and consumer demands. This approach allowed Zara to bring new designs from the runway to stores in a matter of weeks rather than months, creating a dynamic and ever-evolving shopping experience.

The rapid growth of fast fashion was further pushed forward by globalisation and advancements in technology. Globalisation sped up both the production and distribution processes. Automated production and improved supply chain logistics enabled brands to produce and distribute clothing on a massive scale at unprecedented speeds. This combination of innovative strategies and technological advancements made trendy, affordable fashion accessible to a global market, solidifying fast fashion's prominent role in the contemporary apparel industry. Even more concerning, as we approach the present, the pace of fashion production has increased, driven by the demand for highly inexpensive options such as SHEIN, leading to the rise of ‘ultra fast-fashion’.

Fast Fashion's Hidden Price: Our Planet and Society Pay the Price

Fast fashion's hidden price is far more than the cost on a price tag; it is a substantial toll on our planet. The industry's model, which emphasises rapid production and consumption of trendy, low-cost clothing, generates an enormous environmental footprint. From the excessive water usage and pollution from dyeing processes to the massive amounts of textile waste that end up in landfills, the ecological impact is shocking. Additionally, the reliance on synthetic fibres like polyester, which shed microplastics into waterways, amplifies the issue, threatening marine life and ecosystems. This relentless cycle of overproduction and underuse not only consumes natural resources but also contributes significantly to greenhouse gas emissions. Ultimately, while fast fashion offers consumers inexpensive and fashionable clothing, the true cost is borne by the environment, underscoring the urgent need for more sustainable practices within the industry.

Did you know? Each year, 92 million tonnes of textile waste are generated. Out of the 100 billion garments produced annually, 92 million tonnes are discarded in landfills. To illustrate, this is akin to a garbage truck full of clothing being dumped at landfill sites every second.

Not only that, fast fashion frequently violates ethical standards, failing to provide safe working conditions and fair wages. Even in the 21st century, severe examples of dangerous work environments persist, as demonstrated by the Rana Plaza Disaster, a factory in Bangladesh collapsing due to the structural failure in 2013. Knowing these facts is crucial and choosing not to participate in this ongoing cycle can pressure fast fashion companies to adhere to ethical standards. Every choice we make can push the industry toward a more responsible and humane path.

The Role of Consumers: How to Make a Difference?

The role of consumers in promoting sustainability is vital, and choosing sustainable clothing in the UK is a powerful way to make a difference. By opting for companies committed to ethical practices, environmentally friendly materials, and fair labour conditions, consumers can drive demand for more responsible production methods. Sustainable brands often prioritise quality over quantity, resulting in longer-lasting products that can be used longer, which reduces the frequency of purchases and minimises waste.

Choose Quality Over Quantity

Sustaining better and ethical shopping habits does not mean giving up buying altogether. Instead, it involves making more mindful choices. One effective approach is to prioritise the quality of garments over the quantity. When we invest in high-quality pieces, the need to constantly buy more diminishes. Although high-quality products may be more expensive than fast fashion products, the cost per wear is much lower, and the environmental benefits of purchasing ethically and sustainably made clothing are significant. These choices contribute to a more sustainable fashion industry and a healthier planet.

Additionally, choosing quantity over quality and supporting sustainable clothing in the UK encourages broader industry changes, as conventional companies may adopt greener practices to stay competitive. Each purchase from a sustainable brand sends a message that consumers value the planet and ethical standards, influencing market trends and fostering a culture of sustainability. Through informed choices, consumers have the power to contribute significantly to environmental preservation and social justice, making every purchase a step towards a more sustainable future.