While the term “Fast Fashion” seems self-explanatory, understanding its pervasive presence requires a deeper examination of the clothing industry. At its core, fast fashion involves rapidly producing trendy clothes at low prices. However, this high-volume production and consumption severely impacts the environment and garment workers.
Despite the rising popularity of sustainable and ethical fashion among younger generations, fast fashion continues to grow in both volume and profit. Research indicates that the US fast fashion market, valued at $41.15 billion in 2023, is projected to reach $59.85 billion by 2030. This relentless growth suggests that fast fashion shows no signs of slowing down, leading to more clothing ending up in landfills and secondhand markets globally.
What exactly defines fast fashion? There isn’t a specific price point, product type, or even seasonal schedule that definitively categorizes a brand as fast fashion. Instead, it’s the entire process of manufacturing, marketing, and selling clothing that earns a brand this label. In the late 19th century, clothing collections were released twice a year: Fall/Winter and Spring/Summer. “The whole industry is based on systems developed after the Industrial Revolution for large-scale production to achieve economies of scale. Due to this, we must produce huge volumes to achieve the right cost and pricing,” explains Preethi Gopinath, Director of MFA Textiles and Associate Professor at Parsons. As access to and demand for trends surged in the 21st century, this system of rapidly producing clothing using then-new technologies like sewing machines enabled the creation and sale of larger clothing volumes.
By the 1990s, trend cycles accelerated, spearheaded by brands like Forever 21 and Zara, which began producing up to 52 “micro-seasons” annually. Today, with social media amplifying trends at an even faster pace, newer online-only brands like Shein and Temu utilize sophisticated algorithms to introduce new styles in mere days, sometimes referred to as ultra-fast fashion.
The environmental impact of fast fashion is multifaceted. A March 2023 report by the United Nations Environment Programme (UNEP) revealed that the fashion industry contributes up to 10% of annual global carbon emissions. The overreliance on oil-based textiles like polyester in production means brands depend heavily on fossil fuels. According to a 2023 Business of Fashion report, “Oil-based polyester accounts for about 50 percent of fiber production.”
The detrimental effects extend beyond carbon emissions. Vast amounts of water are consumed in textile production, particularly for cotton cultivation, further straining global water resources. Moreover, the dyeing and finishing processes often release harmful chemicals into waterways, polluting ecosystems and posing risks to human health. The fashion industry’s reliance on unsustainable practices contributes significantly to environmental degradation.
