Sustainable fast fashion

Jo'Anne Langham


How do we create a planet-friendly sustainable approach to fast fashion in the future?

The term ‘fast fashion’ has become more prominent in conversations surrounding fashion, sustainability and environmental consciousness. The term refers to ‘cheaply produced and priced garments that copy the latest catwalk styles and get pumped quickly through stores in order to maximise on current trends’. The fast fashion model is a system involving rapid design, production, distribution and marketing, which means that retailers are able to pull smaller quantities of greater product variety and allow consumers to get more fashion and product differentiation at a low price. Fashion production has a massive impact on global emissions (10% global emissions are due to fashion). The production of fashion uses water, pollutes rives and increases landfill through waste.
Fast fashion however, has made it possible for all people to wear clothes that match the latest trends. For many people this provides a means of crossing cultural, class or socio-economic barriers. As clothing has become cheaper, people with low income are able to enjoy the thrill of buying something that they want and not have to sacrifice purchases in comparison to basic living expenses. Fast fashion is successful for many reasons such as: shopping is fun; fast fashion is affordable; many style choices; and its available everywhere.