Fast Fashion Forward _ { Fashion Culture Encryptor Series}
Origins of Fast Fashion
Fast fashion is often traced back to the Industrial Revolution in the 18th–19th centuries. The introduction of textile machinery such as the spinning jenny, power loom, and cotton gin transformed the fabric industry by enabling faster, cheaper, and larger-scale production (Clark, 2008). The mid-19th century brought the sewing machine, which further shifted garment production away from being handmade at home or by tailors.
By the late 19th century, industrialization enabled ready-to-wear clothing to emerge in urban centers. Factories began producing garments in standardized sizes, making fashion more accessible to working and middle classes. This laid the foundation for seasonal cycles of consumption (Fletcher, 2014).
From Early Trends to Fast Fashion Models
In the 1960s–1970s, fashion became more youth-driven, with quicker trend cycles. However, these cycles were still relatively slow compared to today. By the 1980s–1990s, retailers like Zara (founded 1974, with rapid expansion in the 1980s) and H&M (founded earlier, expanded globally in the 1990s) pioneered the fast fashion business model—producing trendy clothing quickly and cheaply (Tokatli, 2008).
The actual term “fast fashion” entered popular use in the 1990s–2000s, as these brands gained global dominance. Thus, while the origins of fast fashion go back to industrialization, its rise as a counted, global industry solidified in the late 20th and early 21st centuries.
Industrial Procedures and Consumer Loops
One defining feature of fast fashion is its shortened product lifecycle. Sometimes, fabrics and materials are intentionally produced with lower quality standards, leading to quicker deterioration. As a result, consumers re-enter the loop of constant consumption from fast fashion outlets (Niinimäki et al., 2020).
Another driver is trends. Seasonal collections (e.g., summer and winter) encourage frequent consumption. Designs are intentionally aligned with rapidly changing trends, which keeps consumers in a cycle of buying the latest styles.
Economic Concerns and Overconsumption
The major concern lies in the economic and environmental impact. Large corporations promote overproduction and overconsumption to fuel growth. This capitalistic model increases sales but creates systemic defects:
Waste: Excess production leads to massive amounts of textile waste.
Market control: A few corporations dominate the industry, limiting competition and diversity.
Over-consumption culture: Consumers are encouraged to buy more than necessary, reinforcing unsustainable habits (Joy et al., 2012).
While some argue that fast fashion democratizes style by making it affordable, its broader consequences—environmental degradation, labor exploitation, and cultural homogenization—make it a highly controversial industry.
References
Clark, H. (2008). SLOW + FASHION—an oxymoron—or a promise for the future...? Fashion Theory, 12(4), 427–446.
Fletcher, K. (2014). Sustainable Fashion and Textiles: Design Journeys. Routledge.
Joy, A., Sherry, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273–295.
Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189–200.
Tokatli, N. (2008). Global sourcing: Insights from the global clothing industry—the case of Zara, a fast fashion retailer. Journal of Economic Geography, 8(1), 21–38.
PS: there is a difficulty to upload the image for some reason in each article but you can check it in the LinkedIn post
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