Fast fashion- cheap, trendy, mass-produced clothes- have become the latest fashion trend in the consumer world. Fast fashion has become very popular with young consumers because these cheap clothes are able to mimic luxury brands at a low cost. Fashion trend
s, maybe due to social media’s influence and platform to constantly show off new outfits, have completely sped up styles of clothes. It seems that what you wore a month ago becomes irrelevant and there are ten new tops being sold that everyone needs to have. The mass-productions of all these clothes is clearly not good for the workers, environment, and society in general with its excessive consumerism and disposability of clothes. My question is why these disposable clothes have become so desirable, and the world has seemed to fall into a cycle of the constant need for new clothes, especially for younger generations.
Fast fashion gives consumers instant gratification and allows them to attain the styles of exclusive brands. The idea that these clothes are limited, and will become inaccessible soon draws consumers in and leads them left with an excessive amount of clothing that will temporarily last in their closet. Annamma Joy, John F. Sherry, Jr, Alladi Venkatesh, Jeff Wang, and Ricky Chan conducted a study interviewing fast fashion consumers to understand and emphasize the issues with these consumers' approach to consumption. They found this as their biggest takeaway.
In this article, we have explored the perceptions that consumers in both Hong Kong and Canada have of sustainability, fast fashion, and luxury fashion, and have shown that sustainable fashion is not a priority for them. The bulk of the data suggest that young people separate fashion from sustainability. They definitely support the idea of sustainability, but do not apply such ethics when it comes to sustainable fashion. (Joy, Sherry, Jr, Venkatesh, Wang, and Chan, 2015).
Why aren’t the same values that are applied to recycling or other environmentally friendly choices people make applied to fashion? The consumers interviewed in this study as well as other interviews with fast fashion consumers found that they were open and very in support of environmentalism, but they seemed to separate that from the fashion world. It seems that when it comes to keeping up with the trends and the desire to own luxury-like clothes those values do not come into question.
I admit the choice to purchase an item that looks similar to a luxury one at a much cheaper price is very appealing especially when you may not be able to afford the expensive one. But why do the environmental and morally correct values that are placed in other aspects of our lives not placed in the one fashion? People are aware of the harmful manufacturing that goes into the creation of these items so why does that not stop them from purchasing them? Is the need to keep up with the constantly changing trends that necessary?
Joy, Sherry, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. Fashion Theory, 16(3), 273–295. https://doi.org/10.2752/175174112X13340749707123
Fast fashion is so detrimental to our environment. As someone who makes and designs clothes, it is so sad to see fashion become so cheap and careless. There is no traditional elements or wow factors in fast fashion, its upsetting. I understand the affordability but these clothes are so cheap and do not have durability, you are better off getting high quality clothing.