H&M, Brandy Melville, Zara – we scroll through their ads as quickly as they send out their clothes. The buzzword “fast fashion” is all over the news; in documentaries and social media, but what does it mean? Fast fashion is the business model of rapidly producing clothing and textiles that imitate trends from designers and bring them to market rapidly. The only thing faster than Shein’s ability to bring a trending product forward in 29 days is Zara’s head-spinning 25-day reproduction. But what’s wrong with making trendy and affordable clothes more accessible to the public? And what does purchasing fast fashion say about our generation and our values?
Teenagers like trends; unfortunately, we are programmed to care what others think about us. One of the easiest ways to show we are in the know is by wearing what’s popular at the moment. While it can be easy to say we don’t care what others think about us, our actions speak louder than words. As the recent HBO documentary “Brandy Hellville and the Cult of Fast Fashion” exposed, when we buy into fast fashion, we aren’t only buying into an aesthetic, but we are also supporting a cycle of unethical business practices and contributing to the pollution of the world around us with clothing waste.
Fast fashion is more than simply following the latest trends; it’s also about satiating consumerism. For centuries, the power of aesthetics has driven consumerism. Whether it was the high empire-waisted full-length gowns in the 1800s, the bright colors and mini skirts in the 1960s, the quarantine era athleisure, or the current trends of minimalism and “clean” aesthetics, consumers want to have what others are promoting. Aesthetics plays a big role in this and the biggest challenge is that while fast fashion trends may be changing, there is consistency in promoting a specific body and racial aesthetic—thin, and often, white. With fast fashion comes an instant accessibility to this aesthetic. This raises important questions about the ideals it reinforces, and what it says about our generation as consumers as we continue to buy into it to stay relevant. So how do we end this cycle? To solve an issue, you need to start at the root. The true root of this issue is not only the continued support of fast fashion industries, but why is it that we as teens want to be one of the crowd and not celebrate our individuality? Once we recognize the power of our diversity in not only looks but in thought too, then only can we move forward.
The name “fast fashion” accurately depicts the industry’s process. The products and services are popular because they are quick to arrive and cheap to buy; a convincing combination for customers. The reason these businesses can run so quickly is because the manufacturing of the clothes is based on unethical practices that go on behind the cute tube tops and trendy jewelry. The workers who create these fashions do not work under fair labor conditions. They make extremely low wages, often less than $200 a month either as migrant workers in first-world countries or their own home countries. The hours are long and many are in debt bondage trying to repay recruitment fees to agencies that brought them to these jobs. Oftentimes migrant workers’ passports are retained by their employers and they are stuck in their situations. By the manufacturers employing cheap labor in deplorable conditions, we can afford a cute top for under $20. This is the truth of fast fashion. The empire wouldn’t survive if it weren’t for these poor conditions. When we wear fast fashion, we endorse these poor labor practices and lack of human rights.
We also cannot overlook the environmental impact of fast fashion. Once we are done with a trend, many believe they can just donate it to the local thrift store or charity. The sad reality is that only a small percentage – 20% – of the clothes we donate are used or resold. “The United States sends billions of pounds of used clothing overseas with a majority of the clothing ending up in landfills or polluting the ocean.” Said the Fashionista article Fashionista “What Really Happens to Your Clothing Donations?
What can we do to change our behaviors to stop contributing to these problems and make ethical choices? Consider buying fewer, more high-quality items. Treat things we have with respect, reuse, and re-love clothes. Don’t buy into one aesthetic and value diversity and what you bring to the table in terms of your own identity – whether that’s through a style or through representing your culture and traditions. Once we take the time to slow down our impulses to buy what’s on trend, we stop contributing to fast fashion.
Resource
Weinswig, M. (2016, January 12). Where to Donate Clothes That Will Actually Do Good. Fashionista. https://fashionista.com/2016/01/clothing-donation
