The “Fast-Fashion Fast” challenge has officially begun (you can still sign up if you want to take part!).
I was inspired by this image on Instagram by Project Stopshop to talk about the disposable nature of fast fashion because unfortunately this idea is too real and can be found all over social media.
The fast fashion business model is about selling a high volume of clothing and quick turnover, to do that they need people to be continuously shopping. Brands entice customers with cheap prices, having new items in store weekly, and marketing to encourage people to always want new things. This is also heavily fueled by media and celebrities wanting to sell more product/ads to the point where clothing is seen as a disposable item and “wearing the same outfit twice” is viewed negatively… I’ve actually seen people apologizing on social media for posting clothes they previously wore :(
With everything that went into making a garment, for example:
- thousands of litres of water (roughly 3 years of drinking water to make 1 cotton t-shirt!)
- energy and petrochemicals
- dyes and finishing
- labour throughout the supply chain- with many people not paid a living wage
- packaging and shipping to multiple locations
It’s devastating to think after all that a garment might be worn once, maybe twice, and then thrown away (the average American throws 70lbs of textile waste into the landfill each year). When people pay very little for an item they’re not as likely to take care of it/repair it or feel bad throwing it away.
This “disposable” idea of fashion needs to change.
We should be proud to wear (and be photographed in) the same outfit twice! I love getting complimented on a piece and telling someone I’ve had it for years, those pieces are so much more special than anything new :)
I also really like the #30wears campaign created by Livia Firth, which basically encourages you to not buy something you can’t see yourself wearing at least 30 times.
Do you want to change your shopping habits? Take the challenge to have a fast-fashion free summer!