Fast Fashion Keeps Getting Faster

In today’s day and age, trends are inescapable. The “mob wife” aesthetic that took the Internet by storm in December has faded into obscurity, quickly replaced with new iterations of the “clean girl” and “pilates princess” aesthetics; such are the trend cycles of the 2020s. Once an artistic expression of craftsmanship and innovation, fashion has evolved into a relentless pursuit for "the next new thing", culminating in an industry that grows less sustainable by the day.

The desire for novelty and instant gratification has fueled the fashion industry's exponential and unsustainable growth. The internet has made it easier than ever for consumers to access trends, influencers, and celebrities, in addition to online clothing retailers such as Shein and Temu, who promise huge quantities of clothing at super low price points. As a result, cheap garments meant for one or two wears have become the norm, perpetuating a cycle of overconsumption and waste. Today, most consumers are buying 60% more clothing than before, only to throw them away after half as many wears. Landfills are overflowing with non-biodegradable fabrics, as most textiles used in fast fashion are part plastic. The global fashion industry produces more than 100-150 billion individual items per year; around 80 billion of them are purchased, and 92 million tonnes will end up in landfill by the end of the year. [1]

Moreover, trends now come and go at an unprecedented pace; microtrends, like the previously mentioned “mob wife” and “pilates princess” trends, come and go in a matter of months, if not weeks, oversaturated by influencers across social media clambering to stay on trend. Fast fashion brands capitalize on this demand by producing clothing at accelerated rates, sacrificing quality and ethical production practices in the process. The production of polyester, a cheap synthetic material commonly used for fast fashion, has tripled between 2007 and today [2]. Fast fashion giants like Shein, H&M, and Zara are constantly under fire for their labor exploitation in developing countries [3], yet they continue to earn ludicrous amounts as the demand for clothing exceeds the care people have for the origin of their clothes. Furthermore, the internet has played a significant role in quickening trend turnovers through social media platforms and influencers constantly trying to stay “ahead of the curve”, by showing off outrageous and often impractical clothing items. Consumers feel pressured to keep up with the latest styles, contributing to the rapid churn of the fashion industry.

This now-normalized mode of consumerism doesn't only apply to fashion; most recently, the trend of Stanley cups has shown the true extent of how normalized over-consumerism has become; a cup designed to be used for long periods has become a symbol of wealth to be collected and displayed on shelves, never to be used.

As demonstrated above, the internet has undeniably played a pivotal role in shaping the fashion industry's unsustainable practices. In addition to social media platforms and their  influencers, online retail giants like Amazon, Shein, and Wish have created a culture of comparison and constant need for validation through new purchases, each more outlandish or rage-provoking than the last. The internet's algorithms and targeted advertising further fuel consumer desires and impulsive purchases, resulting in more and more clothing being bought for landfill. The problem is exacerbated in today’s age of digital spending, with platforms like TikTok shop resulting in the purchase of clothing becoming easier than ever. Despite its potential for positive change, the internet's influence has largely perpetuated the worst aspects of fast fashion, feeding and reinforcing the toxic cycle.

In conclusion, rampant consumerism and rapid trend turnovers have transformed fashion into a hostile and unsustainable industry. The internet has amplified these issues tenfold by promoting a culture of instant gratification, sensationalizing consumerism, and applying a capitalist attitude to fashion. To address these challenges, a collective effort is needed. We as consumers must embrace mindful consumption, supporting ethical and sustainable brands while demanding transparency. Fashion companies should prioritize responsible production practices and embrace long-term sustainability. The internet can also play a positive role by raising awareness, fostering discussions, and promoting sustainable fashion initiatives. By reevaluating our relationship with fashion and embracing conscious choices, we can work towards a more sustainable and ethical industry, both online and offline.

1:  The environmental costs of fast fashion 

2: Putting the brakes on fast fashion 

3: Make fashion slow again: How social media sped trends up. 

Up Next