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In fashion, new collections of clothing are introduced ever faster. That is Fast Fashion.
The result: more waste, more pollution and grim working conditions for those making our clothing...
But what are the characteristics of Fast Fashion?
1. the fashion industry wants you to feel 'out of trend' asap.
Not so long ago we had spring/summer collections. Or autumn/winter collections. No more. We now have 'micro-seasons', preferably 52 per year. All with one purpose: selling clothing as often and as much as possible.
According to Elizabeth Cline in her book Overdressed: The Shockingly High Cost of Cheap Fashion, fast-fashion is priced typically lower than the competition. They follow the business model of low quality - high volumes.
Examples are Primark, Zara and H&M.
2. Fast fashion is designed to wear out asap
When you combine the 52 micro seasons with cheap clothing that wears out fast, what do you get? A business model that reinforces itself.
Some clothing is even to cheap to bring back to the store when it is not as expected..
And most of our clothing ends up in landfills.
Where al the synthetic materials and chemical additions cause environmental issues.
3. Child labour.
Child labour is a reality in the fashion industry. And although step by step measures have been taken to root it out, it remains an issue.
The fashion industry cannot and/or will not rule out that her products are completely child labour free.
For example, beads and sequins attached on fast fashion clothing are often a sign that child labour is used, as in Asia the machines that can do this are too expensive to invest in.
So whole families, including children, are working on this at home, according to fashion expert Lucy Siegle in her book, To Die For: Is Fashion Wearing Out the World?
P.s., just a note: did you know that Zara founder Amancio Ortega is the second richest man on the earth with an estimated net worth of $85.5 billion...
So now that we know that Fast Fashion is not OK, what can we do about it?
Use Slow Fashion. Like the clothing from Cambridge Baby.