What is Fast Fashion?

 


Image courtesy of the Sustainable Fashion Forum on Instagram

According to the Sustainable Fashion Forum, fast fashion is 

"Inexpensive, cheaply made clothing that is rapidly produced by mass-market retailers in response to the latest and hottest trends and is designed to fall apart after a few wears."

But fast fashion is not just a business model...it is also a mindset. Unfortunately, Instagram is used as a platform to share the latest outfit and that perpetuates this mindset...Once an outfit was featured on Instagram once, it would not be repeated. 

Furthermore, fast fashion retailers took advantage of this by sponsoring fashion influencers to share their goods, which would be obsolete by the time they featured the item!! 

Fashion trends used to come around each new season. Now they are shoved down consumers throats every one to two weeks!! However, if someone shops at thrift stores, which are more sustainable, but still disposes of the items after two or three wears, this behaviour still feeds into the fast fashion concept. 

We need to re-normalize the repeating of outfits on social media, as we do in reality. We need to make re-wearing our clothes "Cool" again.

Cheers!!


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