Week 3: Fast Fashion

Week 3-Fast Fashion
Mary Qin
ASA 141


Fast fashion refers to cheap clothing that was created to mimic high class fashion trends. Annama Joy, John F. Sherry, Alladi Venkatesh, Jeff Wang, and Ricky Chang express in their article, "Fast Fashion, Sustainability, and the Ethnical Appeal of Luxury Brands" that fast fashion is problematic for sustainability. Fast fashion allows for consumers to constantly buy new clothes to match the constantly changing styles of fashion spontaneously. The article mentions a study with consumers from Hong Kong and Canada that found that although the consumers were concerned about the environment, they did not apply the principles of environmentalism to their "consumptions of fashion" (280). These consumers continue to satisfy their desire for these affordable articles of clothing even if as a result, it comes at a high cost of the environment.

This does not surprise me in the least bit. As a college student, I am very aware that price is a big driver in decision making when shopping. People like to pick out the cheapest items and find the best deals whether it is during grocery shopping, buying textbooks, or clothes. I realize that I often shop for fast fashion clothing at places like Forever 21 and H&M. It is convenient, cute, and easy on my wallet. I have never once thought about how participating in this kind of consumerism effects the environment and did not know how unsustainable it was. While I do not think more education will necessarily take away the popularity of fast fashion, I do think that it is a place to start. People should be taught the downsides of their shopping choices and how they could be more sustainable for not just their budget, but the environment as well.

I am curious, if people's desire to constantly change things up and look for the next trend can be used in a positive manner that is sustainable? How can we be more responsible and sustainable as consumers? Is there a way to be sustainable while satisfying the desire to be fashionable without breaking the bank? What are ways that we can better educate consumers?

(Photo from Change.org)