Still, the majority end up incinerated in landfills, or shipped abroad a practice that has its own negative implications. A small number of lucky items are given a second life. And this process leaves us with a lot of clothing waste. We end up buying more often and keeping pieces for shorter amounts of time. The over-abundance of inexpensive items means that we start to view clothing as cheap and disposable. Maybe the biggest problem with Fast Fashion is the culture it creates. This design pressure means that designers are less concerned about crafting beautiful designs and more concerned with just creating new ones. And, unfortunately, the fact that these clothes are so cheap means people can afford to buy up weekly. The message to consumers is that they should be buying new clothes every week to keep up with current trends. Retailers like H&M, Missguided, In the Style to name a few, come out with new collections almost every week. And all this is causing major clothing waste. Consumers are buying clothes they don’t really want and definitely don’t need just because they’re inexpensive. The result is that retailers are majorly overproducing.
Since the prices on these items are so low, they encourage consumers to buy in mass without thinking too much about their purchases. Fast Fashion refers to retailers’ practice of producing cheap clothes as quickly and as frequently as possible. Do you ever wonder why you see brand new styles every time you walk through the high street windows, or click online your favourite high street retailers? That is a result of fast fashion.
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