Fast fashion refers to a business model that emphasises the rapid production of inexpensive clothing that mirrors current fashion trends. This approach allows consumers to access trendy apparel at affordable prices, often resulting in garments being worn only a few times before disposal. While this model prioritises speed and cost efficiency, it often comes at the expense of quality and sustainability.
Fast fashion is a major driver of environmental damage, accounting for around 10% of global carbon emissions and ranking as the second-largest consumer of water. Its rapid cycle of production and disposal generates millions of tonnes of textile waste each year. In 2018 alone, the United States produced 17 million tonnes of textile waste, with 11.3 million ending up in landfills. According to the United Nations Environment Programme, synthetic fabrics like polyester—used in over 60% of clothing—release microplastics into the ocean with every wash, further worsening pollution.
The fast fashion industry is dominated by major online brands and retail chains that prioritise speed in production and distribution. Companies like Zara, H&M, Temu, and Shein drive rapid manufacturing cycles, exacerbating environmental and human costs at an unsustainable rate. Shein, Boohoo, and Fashion Nova have intensified the worst aspects of fast fashion, using data-driven trend forecasting to accelerate output. According to Time magazine, Shein alone releases 2,000 to 10,000 new styles daily, leveraging algorithmic predictions and influencer marketing to fuel relentless consumer demand.
These brands have successfully capitalised on affordability and the ability to constantly refresh styles in response to shifting consumer preferences and emerging fashion trends.
Direct-to-consumer brands like Everlane and Reformation position themselves as sustainable alternatives by eliminating middlemen and promoting ethical sourcing. While this approach helps reduce inventory waste, many still rely on overproduction and aggressive marketing. According to the Changing Markets Foundation, 59% of sustainability claims made by major fashion brands are misleading, highlighting the persistent issue of greenwashing.
Consumer behaviour plays a pivotal role in sustaining the fast fashion ecosystem. While awareness of environmental issues has increased, many shoppers, particularly younger demographics, continue to purchase from fast fashion brands due to affordability and trend appeal. Generation Z, for example, expresses eco-conscious values but often engages in purchasing from environmentally harmful platforms.
Fast fashion’s accessibility has expanded further with mobile apps, online shopping, and social media platforms like Instagram and TikTok Shop, reinforcing a culture of instant gratification. Unlike traditional high-end fashion, which takes months to move from concept to consumer, fast fashion enables shoppers to access new styles almost immediately at a fraction of the cost. This rapid turnover of trends fuels a culture of disposability, where garments are often discarded after only a few wears in favour of newer styles.
However, there is a growing counter-trend favouring second-hand clothing and sustainable fashion choices. As consumer awareness deepens, more individuals are shifting towards environmentally responsible shopping habits.
Fast fashion has transformed the clothing industry, prioritising affordability and rapid trend turnover at the cost of sustainability and ethics. While it meets consumer demand for constant change, it also drives environmental harm and waste. However, the rise of sustainable fashion offers a path forward. Through transparency, ethical sourcing, and informed consumer choices, retailers can reshape the industry. Ultimately, lasting change requires a collective commitment from both brands and shoppers to foster a more responsible and sustainable fashion landscape.
Wikipedia contributors. (n.d.). Environmental impact of fashion. Wikipedia. https://en.wikipedia.org/wiki/Environmental_impact_of_fashion
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Waste Managed. (2024, March 12). Fast fashion: The cost on the environment. Waste Managed. https://www.wastemanaged.co.uk/our-news/retail/fast-fashion-the-cost-on-the-environment/
Earth.org. (2024, January 29). Fast fashion’s detrimental effect on the environment. Earth.org. https://earth.org/fast-fashions-detrimental-effect-on-the-environment/
Moore, S. (2024, October 2). Hypocritical Gen Z can’t stop buying this planet-destroying product. New York Post. https://nypost.com/2024/10/02/lifestyle/hypocritical-gen-z-cant-stop-buying-this-planet-destroying-product/
Plummer, D. (2025, April 1). Beyond the price tag: The dark side of fast fashion business models. Forbes. https://www.forbes.com/sites/dianneplummer/2025/04/01/beyond-the-price-tag-the-dark-side-of-fast-fashion-business-models/
