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Uzone.id – Did you realize that now everything is moving fast, including the fashion industry? In the past, designers would design clothes for four seasons—winter, spring, summer, and autumn. Now, even every week there are new models, new designs, and new trends. We call it fast fashion.
So, what is fast fashion? According to Vogue, fast fashion isn’t a set price, product offering, or even seasonal cadence that makes a fast fashion brand. Rather, it’s a way of manufacturing, marketing, and selling clothing that gives a brand that title.
We can say that brands like Forever21 and ZARA pioneered the fast fashion trend. They started producing a lot of clothes every year with cheaper selling prices so that many people liked them. Now, new global online retailers like Shein and Temu are producing at an even faster, sometimes this is referred to as ultra-fast fashion.
The popularity of social media apps like TikTok and Instagram has further fueled the never-ending cycle of fast fashion. The appeal of fast fashion lies not only in the vast array of styles and options but also in its affordability.
Designing for affordability
Another reason why fast fashion is so popular is because they sell their product at affordable prices. For one model of clothing, they will mass produce it so that the price of one garment becomes cheaper.
The fabric also uses synthetic fiber materials such as polyester and nylon which are indeed much cheaper to buy. Trendy items at low prices have created a cycle of addiction. Many people feel satisfied by buying cheap items. So it’s no wonder that fast fashion continues to be a trend.
Coupled with rapid social media marketing and utilizing the services of influencers to attract new audiences, the money turnover in this industry continues.
Designing for aesthetic
One of the characteristics of brands that often do fast fashion can be seen in their clothes. Their clothes always look simple and minimalist. Because, it would be difficult and it costs a lot to make clothes with too many stitches, pleats, unique fabric combinations, and complex designs.
Fast fashion brands also often use 3D design software to visualize products to reduce production budgets for creating physical samples. And, consciously or not, fast fashion brands frequently copy designs from luxury brands. Of course, it’s not the same—just kind of inspired—but it still looks pretty so many people will buy it.
Reasons why fast fashion become controversial
United Nations Environment Programme (UNEP) said that fashion was responsible for up to 10% of annual global carbon emissions. To make a lot of products with low cost, so many brands use cheap materials like polyester.
On the other hand, oil-based textiles like polyester account for about 50 percent of fiber production which is bad for the environment. In addition, because trends change quickly, many clothes end up in the trash because they are no longer used or because of poor quality materials so it isn’t sustainable.
Fast fashion is a way of producing, marketing, and selling clothing quickly to follow trends. So, the fabric requires a lot of labor with the lowest possible salary. It’s makes fast fashion is often associated with unsafe working conditions, low wages, and unfair treatment of workers
As a customer, how do you deal with fast fashion trends?
In a fashion world that is currently moving rapidly, dealing with fast fashion trends can be quite a challenge. As a consumer, you can strategize so that you don’t get caught up in them.
You can try to focus on quality rather than quantity. Indeed, you have to spend quite a lot of money at the beginning, but the item has a longer durability value.
In addition, stop FOMO just because of the displays on social media. You should set a shopping budget so you don’t exceed the budget at the month’s end. Also, you can start doing brand research to find brands that prioritize sustainability. Usually, they are local craftsmen.
