Within the past century, fast fashion has overtaken the industry and become the new normal when It comes to fashion consumption. But what qualifies as fast fashion? Fast fashion is often defined as fashion that moves quickly through the design and production process, and uses cheap materials to sell to customers quickly at low prices. Technology advances as well as increasing demand from consumers has allowed retailers such as Forever 21 and Zara to thrive off of selling fast fashion to the masses. Historically speaking, designers would typically produce four seasons a year. This process would take months, if not years of preparation in order to create the best possible end product for the consumer. Modern day fast fashion retailers often produce as much as 52 microseasons per year (Stanton, Good on you).
Producing 52 microseasons a year means that retailers would be releasing at least one new collection each week. Companies that operate under the fast fashion model attempt to cheaply recreate runway looks and street style trends as soon as they appear in order to profit off of the latest hype and fads. This business model is tremendously unsustainable and results In poor quality clothes that often fall apart after only a few wears. Fast fashion pieces are ultimately treated as disposable; resulting in huge amounts of textile waste worldwide, releasing toxic chemicals and microplastics into the environment. Author Lucy Siegle stated it best when she said, "Fast fashion isn't free. Someone somewhere is paying." That $7 dollar dress that seems too good to be true, likely is. The price of a garment is determined from production and materials costs in addition to labor paid. On top of that, retailers must markup the price in order to make a profit. While not all expensive clothing is high quality and made with intention, price can be a clear indication of not only the quality of materials used, but how garment workers are being paid. Garment workers for fast fashion retailers have been confirmed to be significantly underpaid, underfed, overworked, and exposed to hazardous working conditions.These workers are often living in poverty and don't have opportunities to earn a reliable income outside of working as a garment worker. The elements of fast fashion including rapid production, the mass use of toxic chemicals and the disregard for the health and safety of garment workers have had a monumentally detrimental impact on the environment and workers involved in production.
Fashion Revolution is a great resource to stay up to date with the sustainable fashion movement and the fight to protect the rights of garment workers.
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