The Fast Fashion Myth

(C) Rabitty

Julio Campos

That sounds like a typical clickbait title you may think, but in fact, the idea of fast fashion is a myth as we’ll see, but maybe not for the reasons that one may think about.

Fast fashion is not new, been there since ever, but its use to define a line that can’t be crossed between sustainability and unsustainability is brand new (no pun intended).

Some common characteristics are generally used to define it, such as:

• Cheap.
• Low turnaround time between collections.
• Trendy.
• Low-quality materials leading to the need for constant replacement.
• The use of cheap labor.

All of that fits the objective of the business. Sell as much as possible, as fast as possible to profit as much as possible.

At the opposite side of that line, we have the trendy (let it sink a bit) sustainable side of the industry pledging to provide fashionable products with environmental and social responsibility.

Focusing on natural, high-quality material, they offer clothing that lasts longer. Obviously with a price tag that fits that quality.

Some keywords are common to those brands, as:

• Responsibility.
• Environmentally and socially fair and safe.
• Eco-friendly.
• Recycled.
• Ethical.
• Fair labor and trade (unless if made in Asia).

So far so good. Clothing made using sustainable materials and processes which minimizes its environmental impacts, made with fair labor in an ethical way.

A win-win scenario? Not so.

A common ground about sustainable fashion, that can be found in virtually any of their advertising, is based on a tripod.

• The consumer can use its products, and reuse it, over and over, without the need to buy new ones, at least at the short time.
• The production process follows as best as possible the most sustainable/ethical practices.
• The disposal of the used goods focuses on avoiding environmental damages as much as possible through recycling, up-cycling, etc…

There’s something missing. We’ll come back to it later.

Some questions arise about that nice, sustainable, ethical, fair industry.

Is it cheap? Not so much although many brands are making efforts to make it affordable. But let us remember Henry Ford for a minute and ask one single question. Can all, I mean all, throughout all the industry chain, buy its products or the very workers that produce the sustainable fashion products relies on fast fashion for themselves?

If it’s not so expensive but yet who makes it can’t afford it, is it socially fair? (yeah I know, the holly  profits…)

If it’s not socially fair is it environmentally friendly?

When it comes to environmental issues the sustainable fashion industry focus on two and a half sacred paradigms.

One states that it is made with less social environmental impacts. The second that its disposal can be done in a way to also prevent those impacts. The half one, in between those two, deals with raising consumer awareness that they don’t need to buy new products so often since the sustainable ones are designed to last.

And that little, tinny, half one is the root of the myth of fast fashion, due to one single word; desire.

All the sustainable fashion marketing industry is focused on telling the consumers that they don’t need to buy that often. And here what I said to be missing in that marvelous equation.

What is the industry doing to make consumers stop desiring to buy that often? 

But what consumers desire is not their responsibility, they're doing what they can. Right?

The fast fashion concept is a myth simply because there is no alternative, no matter how supposedly slow sustainable fashion claim to be. It needs to sell. It needs its increasing profits. It doesn’t care if the consumer don't need to buy. It’s always there to sell as much as consumers want.

Why what consumers want is the key problem for sustainability is discussed here.

There is no fast fashion for there is no slow fashion. There is only fashion.

With a brand new collection waiting for you next season.