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What is Fast Fashion?

Fast fashion is a contemporary word used to describe the fast-changing trends that move instantly from ramps to stores. It has enabled the mass consumers to adopt the latest trends at affordable prices. Until the mid-nineteenth century, the designer used to launch new their new clothing lines around the new seasons for the elite class; they would work whole season one line to provide the customer with finest but expensive designs. But along with several impacts of the industrial revolution, there was an innovation in the fashion industry. The introduction of sewing machines, garment factories, the quantity, and quality of fabric improved. The cheaper and quick availability of cloth gave way to fast fashion. Now the designer introduces their collection every month to keep pace with rapidly changing trends.

Based on a few evidence, it is believed that the founder of Zara, Amancio Ortega, came up with the main idea of making a replica of high brands at cheaper rates. Earlier, Zara used to update its stock twice in a week. Now the fast fashion companies can bring the latest design from Fashion week or catwalk in less than a week in their stores to ensure that costumers never get bored with their week-old item.

The never-ending appetite and the increased purchasing power of the consumers have brought the bulk of items in the fashion market at lower prices, but the quality has been compromised. As the cloth is made in such a haste to be made available to the public before the trend fades away, the brands ignore the quality. The manufacturers always run short of the time to control the quality. Therefore each resulting product is easy to come and easy go. The companies are making a huge profit by selling a huge amount of products at low prices as compared to those who are producing high-quality products at higher prices.

Fast fashion produces such products that do not last long but sustain long enough to destroy the planet. Almost all fast fashion industries are manufacturing cloth from synthetic fiber, which means they do not decay soon and are polluting oceans, freshwater, and seawater. The poisonous chemicals used in industries are killing water life. In the US alone, cloth waste is 11 million tons annually. The urgency to produce items to increase the sale has made the manufacturers use such techniques, materials which are hazardous fœr our environment. The fashion that we adopt is responsible for the emission of greenhouse gases raising the Earth’s temperature.

The rapid supply chain is made possible through outsourcing labor. The workers in factories are in constant health risk. The intensive, long-hour labor is mostly underpaid. The owners are not paying their worker income in proportion to their profits. The exposure to lead is threatening for their health, causing heart diseases, skin problems, among others.

Fast fashion is the true reflection of the modern, fast-paced lifestyle, never-ending desires, and unsatisfied nature of human beings. On the positive side, fast fashion has made the trends accessible to the public in real-time at affordable prices, but it has compromised quality at the expense of human safety and lives.