Fast fashion has made it possible for regular people to purchase the newest runway styles since the 1990s. However, the sheer amount of clothing that is produced, sold, and then quickly thrown away is causing a global sustainability crisis. The fashion industry is now moving in the opposite direction, just when it should be awakening and emerging from this destructive cycle. From fast fashion to ultra-fast fashion, we’re on a downward trajectory. Waste output and the amount of natural resources used are increasing exponentially.
Blink-and-you-miss-it trends, even faster production cycles, and unethical labor practices are characteristics of ultra-fast fashion. Companies such as Cider, Boohoo, and Shein are freed from the notion of seasonal collections. Rather, they are creating clothing at lightning speed and creating their own microtrends, like balletcore, Barbiecore, and even mermaidcore. In addition, there is a lack of accountability or transparency in the apparel supply chains.
We cannot permit the overconsumption and overproduction of apparel. If nothing changes, the industry will be responsible for 26% of the global carbon budget needed to keep warming to 2°C by 2050. The fashion industry needs to own up to its mistakes. Encouraging the necessary transition towards a more responsible and circular economy is a major responsibility of policymakers. Not to be overlooked is the influence of customers.