Is The Fashion Fast Or Are We Moving Too Quickly?
The relentless speed of fashions current landscape
I have exciting news to share: You can now read Fashion Tingz in the new Substack app for iPhone!
I once saw TV host, writer and author Candice Brathwaite-Aboderin comment on an Instagram post “is the fashion fast or are we moving too quickly” and it's something that's been on my mind ever since. Fast fashion behemoths offer thousands of new styles every week, along with high-street, premium and luxury retailers that speed up their production cycle in order to keep up, and yes it is a problem in part caused by all brands and businesses involved, but would they be able to operate at such a scale if there wasn’t the consumer demand in the first place?
Social media users without fame or notoriety are in the habit of flaunting their latest purchases in haul videos, and influencers across different social media platforms post themselves in new outfits multiple times a day. The evolution of TikTok means the trend cycle is almost obsolete with people cycling through trends every few weeks, and fashion is moving so fast it’s killing the creative spark in the process. Mentally, emotionally, and financially, it’s exhausting trying to keep up appearances in fashion's current landscape, it may be about time to slow down on how much fashion we really need.
Fast fashions conveyor belt of dreams
High street and online retailers' clothing has been lowering in price for years, with the bad standards set by big brands contributing to the unfair and uneven fast fashion sector. Low wages outsourced by Western brands to other regions has led to the exploitation of many who work in the garment industry, with cheaper fashion brands often not guaranteeing workers living wages or workplace protection and healthcare assistance should they need it.
Fast fashion brands have been known to make false promises about the way their companies operate and the culture they promote, but if it's such a cultural problem and consumer concern, how did Chinese fast fashion retailer Shein achieve a $100 billion dollar valuation this year? Inflation is squeezing people's purse strings and young shoppers in particular are looking to fast fashion because of the low prices. Driven by a thirst for whatevers new and trending, cheap garments that fulfil people's fashionable appetites are blindsiding what goes on behind closed doors.
With the Kardashians turning almost anything they wear into a trending item, and shows like Love Island driving people to shop with the fast fashion labels they promoted in the past, the fast fashion world regurgitates these fashion choices at breakneck speed. As companies repackage celebrities and influencers personal brands to cater to a mass market, is it any wonder people end up looking like carbon copies of one another? If that's the look you’re going for, that's all well and good. You do you boo.
But with fast fashion brands promoting a limited set of Westernised beauty ideals and unrealistic body standards, it isn’t truly representative of the entire spectrum of people that engage with it. It can also be damaging to people's sense of confidence and self-worth. Look no further than the collapse of fast fashion retailer Missguided as evidence that fast fashions conveyor belt of dreams may be coming to an end.
Greenwashing and fashions sustainable claims
Climate activist Greta Thunberg doesn’t stand for nonsense when it comes to addressing climate change and the impact people's consumption habits are having on the environment. In an interview with Vogue Scandinavia, she said: “Many are making it look as if the fashion industry are starting to take responsibility, by spending fantasy amounts on campaigns where they portray themselves as ”sustainable”, ”ethical” and ”green”. But let’s be clear: This is almost never anything but pure green washing.” She has a point.
A study of 12 of the biggest British and European fashion brands found that 60% of the environmental claims these brands made were misleading. It's no wonder it's hard for your average Joe to figure out whether or not a brand's environmental claims and eco-conscious initiatives live up to the hype, and you know, do what they’re actually supposed to do. The way the world works today it's hard to mass produce fast fashion sustainably or ethically, and as Thunberg calls for a systemic and industry wide change, will brands take note?
Selfridges hosted a charity car boot sale with designer goods, Harrods have brought repair and alterations services in-store, and Liberty London have a conscious edit where they highlight sustainable fashion, recycled jewellery, natural beauty products and eco-friendly kids toys in bid to practice what they preach. The reuse, resale and rental fashion market is booming and aligning with modern consumer wants and needs, and even charity shops are seeing a boost in popularity as brands undergo sustainable makeovers.
With the stratospheric rise of e-commerce, and the ease and accessibility that lures customers to the world of online shopping, brands of the future have a big hill to climb to try and balance the relentless trend cycle with people that expect shiny, fresh and new, all day every day. But if we slow down on how much we buy, brands may slow down on how much they design. And that would be a win for us, our purses, and the environment.
What are your thoughts on the world of fast fashion? Do you think brands should be held responsible for greenwashing claims they can’t live up to?
Share this post, feel free to comment, and subscribe to Fashion Tingz to keep the conversation going.