The word Fast Fashion indicates the clothing sector that produces low-quality clothes at low prices and that provides for the launch of new collections continuously and in a very short time.
It’s a modern word used by fashion retailers to express a design that quickly passes the runways and influences current fashion trends.
Fast fashion brands produce about 52 “micro-seasons” per year or one new “collection” per week. Stores have a huge supply of merchandise at all times, so brands don’t have to worry about running out of clothes. By replicating streetwear and fashion weeks trends as they appear in real time, these companies can create new desirable styles weekly, if not daily. As a result, brands have huge quantities of clothes and can ensure that customers never get tired of their inventory.
There are thousands of Fast Fashion brands including H&M, Zara, Primark, Benetton, Mango, Shein and others.
The expression fast fashion was first used in 1989 when Zara opened its first clothing store in New York.
Fast Fashion is very popular with young people, because it allows them to buy lots of clothes at low prices.
Unfortunately, Fast Fashion also has negative implications.
The workers who make these garments are exploited, underpaid and they often work in very bad conditions.
There are also negative consequences on the environment, as the industries that produce these clothes do not pay attention to the choice of fabrics, also using harmful substances, chemicals and pesticides.
All of the elements of fast fashion—trend replication, rapid production, low quality, competitive pricing—have a strong impact on the planet and on the people involved in garment production.
In addition to environmental impact, in fact, fast fashion affects the health of consumers and garment workers. Harmful chemicals linked to several types of cancer and respiratory illnesses—have been found in apparel on the market today.
This makes the fashion industry like a polluting industry, contributing to environmental pollution.
Fast Fashion is good for teenagers who want to be fashionable all the time, but Slow Fashion is better. It is more expensive, we know, but there is a reason for that: slow fashion clothes are better quality, durable and, most importantly, non-polluting.