Fast fashion, a term we’re all familiar with, is known for being trendy, affordable and easily accessible. Influencers rave about the products they buy from companies like Shein, Zara and H&M. $15 dresses, $10 pants and $7 bikinis; who wouldn’t want to buy that, right? It’s too good to be true!
Exactly, it is too good to be true.
These companies push out cheap and trendy clothing every day. Most of us would not look too much into this distribution, but there is a bigger picture clouding the fast fashion industry.
“Fast fashion has skyrocketed in recent years due to the availability and easily accessible social media,” said Sarah Delgado, a journalist who founded the fashion magazine In The ‘No. “Platforms like Instagram, TikTok and even YouTube Reels have created a culture of influencers that fuel trends…not only creating impulsive buying but also promoting, in some ways, quantity over quality.”
Social media has played a massive role in fast fashion consumption through sponsorships with popular influencers to promote products. Influencers can also earn commission if their followers purchase a product directly from their advertisement
Victoria Quintana, an entrepreneurship major and fashion merchandising minor at Fresno State, shares her thoughts on the effect of influencers and social media.
“Many teenagers and young adults who are on socials are constantly bombarded with the next hottest trend or item of clothing, and we are afraid that if we don’t have it, somehow our reputation will suffer,” Quintana said.
The fashion industry contributes 10% to the global pollution rate, earning its title of being the second-largest industrial polluter in the world. Each year, the fashion industry emits approximately 1.2 billion tons of carbon dioxide into the atmosphere, which is more than emitted during air travel.
A part of the fast fashion global pollution rate comes from what the products are made of.
“In my fashion merchandising classes, we are learning that many items sold in fast fashion stores, such as H&M, Shein or Forever 21, are made from 100% polyester,” Quintana said. “This fiber is made from petroleum-based chemicals, which is essentially a plastic. In addition to the harmful forever-chemicals you are exposing your physical body to, these materials take an extremely long time to break down once disposed of.”
Additionally, digital shopping has increased fast fashion production immensely. The number of clothes purchased from fast fashion companies has grown 60% from 2000 to 2014. By 2029, it is estimated that the fast fashion market will expand by 20%.
“With fast-fashion options, consumers are likely to get trapped in this never-ending loop of buying more and more when the same clothes for the same retailer fail to last for more than three wears,” Delgado said.
Not only is their carbon footprint diabolical, but their labor practices are notorious. There have been many allegations against companies like Shein and Zara for having unfair labor practices and harsh working conditions. Many people working in those factories, some being children, see 16-hour work days, no breaks and nearly impossible quotas to meet.
A factor that makes fast fashion thrive is the price of their clothing. The average price of a clothing item on Shein is $14, $26 at H&M and $34 at Zara.
“Fast fashion is also, unfortunately, one of the most affordable options, making fashion accessible to all kinds of consumers at the cost of making them 100% polyester, creating a loop of poor quality clothes and buying more to replace damaged clothes to stay trendy,” Delgado said.
Of course, not everyone has the luxury of purchasing sustainable clothes because they can be expensive. For example, Lululemon, an athletic apparel company, sells clothes with high-quality, breathable fabrics like Luon and Nulu for an average price of $100.
So with these expensive prices from retailers that are not a part of the fast fashion industry, how can we practice sustainability while staying affordable in doing so? After all, the expense of purchasing high quality items from sustainable brands is what keeps fast fashion in business.
“You could invest in staple pieces that are classic, good quality and versatile,” Quintana said. “By building your closet this way, you can pair various items in different combinations, making a new outfit every time with the same pieces.”
There are other ways to practice sustainability at an affordable price. For example, thrifting clothes is a great way to promote sustainability through second-hand practices. Also, purchasing clothes off social shopping platforms like Depop and Poshmark allows users to buy and sell their clothes, so you can buy second-hand while still profiting off of clothes you sell.
However, even those options can be expensive too.
“Second-hand has been controversial in recent years due to people using Depop or Vinted to sell these secondhand clothes at outrageous prices,” Delgado said. “The garments that are sold there are often vintage and crafted with better materials so that they continue to last for more years to come.”
There is good news, though. The second-hand fashion market is expected to grow at a faster rate than fast fashion due to the popularity of thrifting and sites like Depop. Statista shows that the second-hand market will outgrow fast fashion, growing at 185%.
It is essential to stay with sustainable fashion to combat the fast fashion market. Sure, the clothes may be pricier initially, but they will last much longer, especially if you invest in staple pieces.
“Raising awareness and focusing on longevity is the best way I would encourage others to be more conscious about the fashion they choose to buy,” Delgado said. “With fast-fashion options, consumers are likely to get trapped.”
Quintana also shares her advice on how to commit to sustainable fashion.
“If you pay a little more upfront for a better quality item and follow the care instructions for the material, your clothes will last much longer, saving you money in the long run,” Quintana said.
Fast fashion has the potential to depopularize if we commit to staying sustainable through second-hand clothing, thrifting and investing in high-quality staple pieces. If those practices are followed, it could force the companies’ hand to put more care into their products and workers.
Let’s make sustainability the new trend.
