The Future of Fashion - Sustainability

Think - when was the last time you bought clothes? Probably not too long ago - maybe a month? Maybe just before lockdown? And where did you buy them from? H&M, Zara, maybe Forever 21, and until not long ago, Shein. Now, while all these brands are separate entities, there’s something that they all have in common - they’re all fast fashion brands, which means they’re actually rather similar to one another - production practices, quick releases, unethical procedures - they all have these in common.

You’ve probably heard two terms a lot in recent times, and these are ‘fast fashion’ and ‘sustainable fashion’. The problem, and the solution. We’ll start with the problem - what is fast fashion, why does it exist if it’s so problematic, why is it problematic?

The first question - What is Fast Fashion?

Fast fashion is defined as the cheap, trendy clothing imitating ideas of expensive luxury brands and celebrity culture, which places emphasis on quickly making such trends accessible to customers. 

Fast fashion culture has transformed the fashion industry. Where there were once 4 fashion seasons in a year, there are now - wait for it - fifty-two, with fast fashion retailers coming out with several new designs every single week. Where fashion designers once spent months on a few designs, the fast fashion industry churns out dozens in a span of days. 

So, we’ve covered our very first question, which brings us to the next. 

Why does it exist?

The ever-increasing consumerism that we see today had its roots in the Industrial