Have you heard of “fast fashion?” Research that has been conducted by the Ellen MacArthur Foundation has indicated that global clothing production has doubled in the last 15 years, predominantly as a result of what is known as “fast fashion”. Fast Fashion is on-trend, cheap-to-produce clothing mimicking luxury and high-end products – and is delivered to customers at a much faster rate. The fast, in fact, indicates that turnaround time is two to four weeks from design to arrival in stores, which is contra the four to nine months that mass retailers typically require. The model has proven so successful that income from “fast fashion” has just hit a new high of £70bn yearly.
Yet there is a dark side to this consumer trend, as this dramatic increase in clothing has seen an even steeper rise in waste. Studies have indicated that popular synthetic materials, such as polyester, are dramatically contributing to the issue of ocean plastic pollution.
But there is an alternative to this fast-paced fashion binge. This month, we’re looking at how fashion and style can be elevated without being manipulative. With a focus on quality products that are ethically and socially sourced, it’s possible to enjoy long-lasting style which causes much less damage to the earth and can keep you intentional, focused, and healthy.
Never mind fast fashion. We’re looking at slow fashion.