Fast fashion: Cute, Discounted, but Essential? It shouldn’t cost the earth.
In today’s social media-driven world, we’re all guilty of wanting to rock the latest trends showcased by influencers like Kylie Jenner on our Facebook or Instagram profiles. With her whopping 333 million followers, Kylie turns her profile into a virtual fashion catalog, where everything from swimsuits to lip gloss becomes a walking advertisement. It’s no wonder millions are rushing to copy her style. The temptation to indulge in fast fashion, fueled by affordable deals from H&M and Zara, where you can snag clothes for as low as $5 or in a “two for the price of one” offer, is real. But let’s peel back the layers.
Behind the glam of it all lies a troubling reality — the people making our clothes aren’t living the dream. The minimum wage they earn is barely enough to put food on the table, pay rent, cover healthcare, and even think about transportation and education. It’s a stark contrast to the allure of those budget-friendly fashion finds.
Diving deeper into this world, researchers like Sophie Scamans uncover a not-so-pretty picture. The demand for cheap garments, coupled with the exploitation of underpaid workers and the depletion of natural resources, paints a gloomy future for the next generations. Fast fashion may seem like a quick fix for our ever-changing style cravings, but it’s leaving a lasting impact on our environment and the world.
Elizabeth Cline, a key player in this conversation, points out how fast fashion has changed the game. Fashion used to be a seasonal affair, with a few collections per year. Now, brands like H&M and Zara get new designs almost every day. It’s a relentless cycle contributing to making fashion the second most polluting industry globally.
But let’s talk numbers. The average American now buys 70–75 garments per year, five times more than what people did in the ’80s. And with fast fashion brands churning out new styles every two weeks, it’s no surprise that we’re contributing to the environmental mess. The clothes we discard so easily have a dark side too. Synthetic materials like polyester, found in almost half our clothing, are not only non-biodegradable but also shed thousands of microplastics when washed, eventually finding their way into our oceans and affecting our health.
Cotton, the go-to natural alternative, isn’t innocent either. It takes a staggering 20,000 liters of water to produce just 1 kg of cotton — that’s equivalent to a single T-shirt and pair of jeans. As our demand for cotton grows, so does the strain on water resources, particularly in countries like Bangladesh.
And let’s not forget leather, a staple in many wardrobes. The leather industry is a heavyweight in pollution, with high lead content and greenhouse gases from cows contributing to its less-than-appealing environmental profile.
But here’s the twist — change is possible. Advocates like Elizabeth Cline, Carry Somers, and Maxine Bédat, along with organizations like Fashion Revolution, are pushing for a shift. They’re calling for transparency, urging brands to disclose their social and environmental practices.
You, the consumer, hold more power than you might think. Platforms like ThredUp and The RealReal offer a chance to break away from the traditional fast fashion cycle. Resale isn’t just about decluttering your closet; it’s about making a statement against fast fashion. It’s a step towards a more sustainable and circular fashion economy.
As you navigate the aisles or scroll through online stores, remember that fast fashion, like fast food, might be tempting with its low prices and quick fixes, but the true cost is hidden behind the scenes. So, the next time you’re eyeing that trendy but disposable piece, pause and consider the impact. Let’s not just follow the trends; let’s be part of a fashion revolution. It’s time to buy less and buy better.
Works Cited:
Scamans, Sophie. “Fast Fashion and Sustainability.” Metropolia Ammattikorkeakoulu, May 6, 2016, Google scholar
Biehl-Missal, Brigitte. “Art, Fashion, and Anti-consumption.” Journal of Macromarketing, Vol 33, Issue 3, pp. 245–257, February 28, 2013
WWF Global. “Cotton Farming.” 2017,
wwf.panda.org/our_work/water/freshwater_problems/thirsty_crops/cotton/
BBB’s profile for ThredUp, Inc. “Reviews and Complaints.” Better Business Bureau, August 2016, www.bbb.org/greater-san-francisco/business-reviews/online-shopping/thredup-inc-in-san-francisco-ca-381201/reviews-and-complaints
Thread Up Second Hand Clothes. Firsthand Fun. “The largest online consignment and thrift store.” 2018, www.thredup.com
Fashion Revolution Foundation. “Fashion Transparency Index 2018.” April 21, 2018, issuu.com/fashionrevolution/docs/fr_fashiontransparencyindex2018
Cline, Elizabeth L. Overdressed: The Shockingly High Cost of Cheap Fashion. Penguin, 2012.
