The urge to dress up according to the most recent trends. The urge to dress up like our favourite fashion icons, but on a budget. The urge to look alluring in new outfits everyday.
We are ever-evolving along with the world around us. The dynamic diaspora that the fashion world is, with the digitalisation of all the trends makes us want to follow them as well. But what really happens every time we get swayed away by such popular patterns of dressing up? Are we subconsciously harming the world around us by ‘revamping’ our wardrobe every few months?
FAST FASHION
What is It
Fast fashion is the practice of mass-market merchants producing trendy, low-priced garments in a short amount of time. Although it provides customers with affordability and accessibility, its impact on society is complex and multifaceted to say the least. It is like that one friend who’s always buying cheap clothes but doesn’t care about the environment. It’s all about making clothes quickly and cheaply, which means using tons of water, chemicals, and producing massive amounts of waste. According to Oldham County Water District, About 1,800 gallons of water are needed to produce the cotton in a pair of jeans, and 400 gallons to produce the cotton in a shirt.
Let’s be honest, we have all been through the phase of wanting to replicate runway fashion or mirror styles of our favourite celebrities; and there is nothing wrong with that. The issue arises when we ignore the impact of our actions and keep on purchasing clothes everytime we see Kendal Jenner sport a new low-waisted jean or mini dress.
How it Started
The four distinct seasons of fall, winter, spring, and summer dictated the fashion industry’s schedule up until the middle of the twentieth century. Seasonal planning and client demand forecasting took place months in advance, thanks to the designers who worked tirelessly to anticipate fashion trends. Fashion was restricted for the upper class and the upper class had strict guidelines for what was considered fashionable.
It all started with 1960s Ready-to-Wear fashion that popularised it amongst the general masses, demonstrating that buyers were prepared to embrace the concept of rapid fashion. Because of this, the fashion sector sped up its production and reduced prices.
But that still wasn’t as bad until recent times when rapid fashion has hit rock bottom. One new “collection” is released very frequently by fast fashion firms, which results in 52 “micro-seasons” per year. Ever since then, it has been standard practice for stores to maintain an enormous inventory at all times, ensuring that brands never run out of clothing.
Businesses like this are able to produce fresh, appealing fashions on a weekly, if not daily, basis because they mimic the trends seen in streetwear and fashion week as they happen. As a result, the brands have an abundance of clothing and can keep their inventory fresh for customers. Even luxury firms assess growth by expanding production, which has led to accusations about overproduction at stores like H&M, Topshop, and Zara.
Recovery
While the disaster has reached a far end, it’s never too late and we as consumers can take measures to ensure betterment for the fashion industry and consequently, the world. It can all start from our very own wardrobe.
There is nothing wrong with repeating clothes. Practising sustainability is not a matter of shame but pride. Recently, Alia Bhatt was seen wearing her wedding saree while receiving the National Award. Re-wearing the same garment should not be an indicator for poverty or lack of affordability of new clothes. It should simply be a testament towards our awareness for our planet and the long term ill-effects of the fast fashion industry.
Better choices exist, however quitting may be difficult due to society’s fixation on consumerism. As an alternative, slow fashion promotes ethical production practices, such as in-house or vertically integrated production, the use of sustainable materials, fair labour standards, and long-lasting clothing. It gives me hope to know that there are groups, organisations, and individuals working to ensure that garment workers are safe from harm and the environment.
To feel empowered and to be an advocate for ourselves and others, it is important to purchase at second hand stores, support socially responsible products, and speak up for accountability and responsibility in society.
THRIFT, REPEAT AND RECOVER!
