FAST FASHION’S
TIPPING POINT
ENTERTAINMENT high rates of water and air pollution are no secret. This is why the power lies with the consumer and what they want. “We live in a capitalistic society,” the study said. “The industry does not have to address the environment, as it is unlikely that the industry will change unless the consumers’ preferences change.” Consumers can credit the rise of fast fashion to brands like Zara and H&M. The latter created a global initiative, The Garment Collection Program, in which people drop off unwanted clothes into the store’s recycling box in exchange for a 15%-off coupon. H&M then sends the clothes to a recycling plant and sorts it by hand, according to the company’s website. Although fast fashion has picked up steam over the years thanks to online fashion websites such as Shein, Romwe and Princess Polly, it seems like the movement may finally be running into some roadblocks.
story by Jacqueline Saguin photos by Jane Pham
People are waking up to the fact that they can’t throw clothes away forever. Actions, meet consequences. Industries like fast fashion pave the way for cheap clothing that only lasts a few wears. According to a 2016 study by Bard College, it’s disposable clothing that contributes toward natural resource depletion. The term “fast fashion” refers to an approach to the design, creation and marketing of clothing fashions that emphasizes making fashion trends quickly and cheaply available to consumers, according to the Merriam-Webster definition. This business model replicates runway trends in a fast, disposable manner. It appeals to big name companies because of its quick mass production turnaround at low prices. However, the cost is cheap labor, environmental harm and poor clothing quality. The fashion analysis study from Bard College underlined the fashion industry’s large carbon footprint, which isn’t talked about often. Fast fashion’s products are made almost entirely from plastic fibers. These materials require a great amount of energy to produce, and they pollute the air with harmful chemicals. The Environmental Protection Agency considers these factories hazardous, which moves production to underdeveloped countries, according to the study. China accounts for about 30% of the world’s apparel exports, making it a key player in the fast fashion game. And the country’s
orange&blue magazine
9
