Do you know the cost of Fast Fashion?

   So often we hear the phrase Fast Fashion, but do we really understand and know what it means?   

   Fast fashion is a term used to describe a highly profitable and exploitative business model based on replicating catwalk trends and high fashion designs, mass producing them at low cost.

 It began in the late 20th century with retailers such as Zara, H&M and Forever 21.  The rise in popularity caused fast fashion to impact the environment and planet due to a rapid increase in landfills and clothing waste.

 Prior to the explosion in the 1990’s, the fashion industry produced and ran clothes for four seasons a year and maintained setting the trends in high fashion.  We also manufactured most of our clothing in the garment districts in New York and Los Angeles.  Almost all manufacturing moved overseas towards the end of the century, and we started seeing lower cost clothing as the demand for affordable clothes grew which gave a distinction between high-end and high street fashion.  In the late 1990’s and early 2000’s retailers like Zara, H&M, Topshop and the like took over high street fashion.  They were able to gain prominence in America by replicating the looks and designs from runway shows and top fashion houses, quickly re-producing at a low cost.

 In the last 10 years we’ve seen a rise in fast fashion websites such as Shein, Aso’s, and Misguided who are strictly online and market through social media using Influencers to market.

This need for Influencers to show up daily showcasing OOTD (outfit of the day) wearing the latest has given even more rise to this market. 

Even mid luxury brands have moved to fast fashion systems such as Madewell, Aritzia, Sandro and Reformation to keep pace and stay relevant.

 What is the cost?

On the human cost you have people in these countries producing clothing at below living wages.  They are also in working conditions that affect their long-term health, with exposure to dangerous chemicals and toxins.  Not to mention the environment surrounding the manufacturing facilities and how it affects the communities surrounding them, with greenhouse gases and various pesticides and dyes being released.

Overall waste: according to Aja Barber author of Consumed the textile industry produces 14 times the clothes a year than human beings on the planet.  And the Global Fashion Business Journal reported that in 2018, the global fiber production has reached the highest all-time, 107 million metric tons.  It is estimated that 5 billion pounds of waste is generated through returns each year, contributing 15 million metric tons of carbon dioxide to the atmosphere.  As a whole, the textile industry occupies roughly 5% of all landfill space.

 I could go on, but you get the gist.

What can I do?

 As a consumer it often feels as if we don’t have the influence to affect much change, but we can do our part.  And when we speak up and demand companies to implement sustainable practices they do.   In response to these impacts, environmentally or socially responsible consumers and designers have begun demanding zero-waste fashion or sustainable fashion.  This increasing trend is creating pressure on fast fashion companies globally to change manufacturing and sales practices.  Advanced technologies have offered new methods of production and usage of natural resources.  There is also increased technology in recycled clothing.

As individuals we can:

Shop Vintage, Second-hand, or Consignment.

Shop local and support those shops that purchase ethically.

Limit your purchasing and create a wardrobe with items you can wear 2 to 3 different ways.

Share knowledge with friends and family who are purchasing from fast-fashion retailers, so they understand the impact and become sharper shoppers.

Know which Brands are and aren’t sustainable and have transparent supply chains.   There is a lot of misinformation and hidden information from manufacturers.  Beware of “greenwashing” which is a form of marketing spin in which green PR and green marketing are deceptively used to persuade the public that their products & processes are environmentally friendly.  Much like food labels that state, “all natural”.

And when you do buy from fast fashion retailers, (true confessions I do and love to shop Zara) use the less is more rule.  I limited my purchases to 5-6 items a year and I wear them through the seasons to last until they are worn out. 

Lastly, if you really want to shop less, maintain a sustainable wardrobe, and spend less money, hire a Stylist!

Have a Styling Day!

xoxo

 

 

 

Julie UdellComment