Most people today have heard of the phrase ‘Fast Fashion’. So, what exactly is Fast Fashion?
According to a definition by Good on You, an ethical fashion app for trusted brand rating, ‘Fast fashion can be defined as cheap, trendy clothing, that samples ideas from the catwalk or celebrity culture and turns them into garments in high street stores at breakneck speed.’
In the olden days fashion was not for everyone, it was accessible only to privileged high society members. The fashion then, came with a set of rules. The designers usually followed four seasons every year – Spring, Summer, Fall, and Winter. Gradually after the 1960s, the fashion companies began to lower the costs and manufacture clothing at a faster pace. This was the introduction of ‘Fast Fashion’. This replication of trends with lower quality material to make fashion accessible to the masses unfortunately impacted the humans and the environment negatively.
Many of the fashion brands are now following a micro fashion cycle with 52 seasons every year i.e. one season per week. Brands like H&M and Zara are creating replica of designs from the fashion weeks and celebrity styles as soon as they appear. In a hurry to churn out these designs quickly to the consumers, the brands neglect the quality control. The low-quality merchandise is sold over to consumers for company’s profit. Meanwhile selling the clothing cheaply is also possible for these companies because of the number of pieces they sell.
The climate change is at a ‘tipping point’ which is why the demand for more sustainable clothing is increasing. The need to cross the barrier of ‘Fast Fashion’ in the journey to making fashion a more sustainable industry warrants a knowledge about fast fashion and how it impacts our lives and environment.
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