Fast fashion has revolutionized the clothing industry, offering trendy pieces at affordable prices and altering the way consumers shop. However, this rapid production model is often at odds with growing concerns over sustainability. With an increasing demand for eco-friendly practices, many wonder if fast fashion can align itself with environmental goals.
However, an intriguing intersection exists between affordable fashion and sustainability. For example, online platforms like ASOS Discount Code at Latest Deals offer consumers a way to enjoy fashion at reduced prices, encouraging a more economical approach without compromising on style.
Fast Fashion
Fast fashion is a term we’ve all heard bandied about in recent years. It describes a business model that gives high priority to speed and low costs to achieve a fast turnover of a wide variety of the latest fashion trends and styles, often inspired by catwalk designs and celebrity fashion. Fast fashion has revolutionised the fashion industry by changing the way we buy and wear clothes.
There is no denying that fast fashion has many benefits. From value for money to the enjoyment of keeping up to date with the latest trends, the advantages are clear. Affordable prices mean we can change our wardrobes more regularly, we have a greater choice, and fashion has become more accessible to more people. It is this democratisation of fashion, making it affordable and accessible to all, that is one of the greatest attractions of fast fashion.
Of course, there are criticisms of fast fashion. While it may keep us fashionable on a budget, there is a serious environmental price to pay. This is a consequence of a combination of factors, from the energy consumption required to produce garments, the increased use of synthetic materials like polyester, and the subsequent environmental costs of garments that are discarded after only a few wears. There are also concerns over worker exploitation, with many people highlighting the poor working conditions and low wages in factories producing garments for fast fashion retailers.
Ultimately, a definition of fast fashion must take into account both its appeal and its problems. While it may now be a staple of modern consumerism, there’s no escaping the fact that fast fashion has created a number of issues around sustainability and ethics.
Sustainable fashion, or eco-fashion, is an approach to the design, creation, distribution, and use of clothing that is environmentally friendly. In practice, it means:
- Using renewable energy during the production process
- Reducing waste and pollution
- Providing fair labor conditions
- Creating clothes that are designed to last and can be recycled
Why the move towards sustainable fashion?
Because fast fashion is out of control, and people are starting to realize that:
- The Rana Plaza tragedy, in which more than 1,000 garment workers were killed in Bangladesh in 2013, was a wake-up call.
- The fashion industry is responsible for 8–10% of global carbon emissions (more than all international flights and maritime shipping combined), according to a recent study published in the journal Nature Climate Change.
As a result, there has been a rise in consumer demand for greater transparency, ethics, and sustainability:
Figures like these have prompted a change in people’s attitudes to fashion. There is a growing demand for sustainable brands. The idea of owning a minimalist wardrobe or purchasing second-hand clothing is becoming increasingly popular. The fast fashion “buy-buy-buy” mindset is being replaced by a “buy-wear-wear” approach.
It is a cultural movement:
This move towards sustainable fashion is not just a practical adjustment in people’s consumption habits.
- Now more than ever, a good sense of style is linked with respect for the planet and its inhabitants.
But can sustainable fashion go hand in hand with the fast fashion model that most consumers are used to? We will explore this in the following sections.
Consumers can leverage several innovative tools to reconcile their fast fashion purchasing habits with sustainable values. Firstly, adopting buy now, pay later (BNPL) services like Klarna allows shoppers to purchase items they might not have otherwise bought if they had to pay immediately, thereby encouraging the consumption of fast fashion. Secondly, utilizing product discovery platforms such as Pinterest enables users to find and purchase new products, thus supporting fast fashion. Thirdly, engaging with social media influencers on platforms like Instagram facilitates the discovery of new items and brands through influencer marketing, which promotes fast fashion. Lastly, shopping during sales periods permits consumers to buy more than intended due to discounts, which fosters fast fashion. By employing these innovations, individuals can reconcile their desire for fast fashion with their commitment to sustainability.
While we’re busy exploring the conflict between fashion’s need for speed and the earth’s need for sustainability, a growing influx of forward-thinking solutions are gradually making waves. And they’re hitting us from all angles: from the minutiae (tech that, at the thread level, changes the fabric) to the big picture (strategies that completely transform the supply chain).
On a smaller scale, the innovations have been equally fantastic. Take for instance, the use of recycled materials in fabric production. Fashionistas are rejoicing in garbage, literally. Plastic bottles are being converted to fashionwear these days. We are not talking of sack-ike eco tees here. We are talking of high-street, catwalk fashion that is born of garbage, but offers no compromise on the need to look fashionable.
And not only the ‘what’ we produce, but the ‘how’, too. Because technology has also brought intelligent and energy-efficient production systems that save water and energy during production. And here the pursuit of sustainability has one more round to extend its scope, from the final product waste to building sustainable production from the very beginning.
While we’re at it, on the subject of “who’s doing what” in the fast fashion world of sustainability, there are definitely some front-runners here that you need to know about. For instance, one of my favorites is the ‘Conscious Collection’ by H&M, which features garments that are either made from organic, recycled, or simply more sustainable fabric. This proves that you can race through all of the trends, whether they be hot or not, and still be cool with the earth.
Going one step ahead, apparel brands have also been exploring other innovation led sustainability measures. One such example is the growing trend of clothing recycling wherein brands give an opportunity to customers to bring back their old clothes and shoes that were once thought of as waste. The brands then either resell these garments, or recycle their fabric to create new products. Similarly, opting for sustainable packaging is yet another innovation in this direction, which exemplifies that every little effort counts and can go a long way.
In this race, the green race, there’s hope that the fast fashion industry isn’t as bleak as we might think. Yes, there are problems, but with solutions like this, it looks like we’re planting a seed to make fashion addiction work alongside taking care of the earth, and it looks like it’s only the tip of the iceberg.
Making fast fashion sustainable is a challenge, but it also creates space for innovation.
Here’s a rundown of the challenges and opportunities:
Challenges
1. Cost
- Fast fashion brands: Fast fashion brands would need to use higher quality or technological materials which are more expensive
- Value proposition: This is in direct conflict with the value proposition of fast fashion which is that it’s cheap
2. Supply Chain
- Complexity: The supply chain for fast fashion is complex and not transparent
- Sustainability guarantees: It would be hard to guarantee that garments are sustainable throughout the supply chain (from production of raw materials to the production of garments themselves)
- Pervasive issues: Fast fashion has had issues with labor exploitation, waste and pollution throughout the supply chain
Opportunities
1. Materials
- New processes: New materials and processes can help reduce the environmental impact of the industry
- Innovation examples: For example: brands are using AI to optimize production and clothes are being made from recycled polyester, organic cotton and even food waste
2. Closed loop production
- Garment longevity: Closed loop production would help extend the life of garments and reduce the waste associated with fast fashion
- Economic benefits: Closed loop production is both a cost saving and a cost reduction opportunity for brands
What’s next?
- Customer demands: Brands will need to evolve to meet customer demands for sustainability
Climate policies: Policies aimed at combatting the climate crisis could also force brands to make changes
What consumers do makes a difference.
There is no change that can occur without the help of the consumers. One way in which consumers can influence the industry is through their purchases. The more consumers purchase clothes that are more sustainable, the more likely it is that the industry will change. This doesn’t necessarily mean that consumers need to stop buying from fast fashion brands completely.
Consumers could also shop smart. Shopping smart involves thinking about the environmental implications of purchasing certain items. While it may be impossible to resist buying any new clothes at all, one thing consumers can do is buy fewer clothes but clothes that will last longer.
Other options for consumers are up-cycling, purchasing second-hand clothing and buying clothing from designers who use recycled materials, minimal materials and are fair trade. People can also purchase clothing from local designers, which reduces transportation.
In a nutshell, consumers have a say and this can be through their purchases. Each individual change is insignificant, but when combined, consumers can make a big impact. There is always a balance between fashion and environment. A balance between the two will make the clothes affordable, fashionable and eco-friendly.
The Future of Fast Fashion Looking Forward: A Balanced Approach
Fast fashion and sustainable fashion can coexist in the future. We envision a future where it is possible for fast fashion to be a thing without having to compromise on sustainability. Here’s how that could happen. Instead of choosing one over the other, the two could coexist.
Achieving Balance
In order to do so, there are a few things that will be necessary:
- Government Regulations and Policies
- Laws to make sustainable practices easier.
- Regulations to make it easier for companies to adopt greener practices.
The Role of Dialogue
Policy will be important, but communication will also play a critical role in creating a fast fashion industry that’s more sustainable.
- Ongoing Dialogue
- Between consumers, manufacturers, brands, environmentalists, and policy-makers.
- Open discussion of new ideas and best practices.
A Harmonious Fusion
The result will be a mixture of:
- Fast-fashion, trendy quick-zip outfits
- Green practices
- Eco-friendly packaging
This blend of fashion with more sustainable and innovative practices will help to create a more balanced industry.
Ready for the Future
Future, we’re ready for you. Bring it on, responsibly.
