Fast Fashion is the term used for clothes that move quickly from the catwalk to the stores to take advantage of the latest trends. Collections are often based on styles featured in "Fashion Week" shows or VIP outfits allowing ordinary consumers to get the new look at an "affordable price".
Buying clothes was once considered an important and "special" event. People would save up to buy new clothes at 4 certain times of the year, getting a preview of styles through fashion shows showing new collections months before they hit the stores.
This began to change in the late 90s, as shopping became a form of entertainment and spending on clothing increased. This is where FAST FASHION was “born” - inexpensive, fashionable, mass-produced clothing at low cost that allowed consumers to feel like they were wearing the same catwalk styles. Fast fashion produces clothes that are not designed to be worn for years, or even several times in a row. The materials are of very low quality, leading to their destruction after 3-4 washes and massive consequences for the environment.
This relates to pollution, waste, the spread of a "cheap" mentality, low wages and unsafe jobs, the exploitation of children and women in third world countries and many other consequences.
Zara and H&M are two of the giants of the fast fashion field, others include UNIQLO, GAP and Topshop.
Affordable prices and instant gratification for consumers, profits for companies and the popularization of stylish clothing are among the benefits of fast fashion.
