Fast fashion refers to the mass production and rapid turnover of inexpensive clothing and accessories, driven by consumer demand for trendy, affordable fashion. Characterised by its quick turnaround time from design to production to retail, fast fashion brands churn out new collections at an unprecedented pace, often imitating the latest runway trends and celebrity styles. While fast fashion offers consumers access to affordable and on-trend clothing, it also comes with significant social and environmental costs, including exploitative labour practices, environmental degradation, and the generation of vast amounts of textile waste. As concerns about sustainability and ethical fashion practices grow, consumers are increasingly questioning the true cost of fast fashion and seeking alternatives that prioritise quality, longevity, and social responsibility.
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