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“Buy Less, Choose Well, Make it Last.”- The Fast Fashion Dilemma

  • Writer: Emanuelle Wong
    Emanuelle Wong
  • 2 days ago
  • 3 min read
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“Buy less, choose well, make it last.” - Vivienne Westwood


Shopping for clothes has never been more accessible. Thanks to online retailers selling trendy eye-catching items at ultra-low prices, most of us are able to make that dopamine-boosting purchase in the comfort of our own homes with just a couple clicks and a credit card. And I’ll admit it- retail therapy feels good- especially when that cute jacket from the EOFY sale costs only $15. But amidst the millions of designs and shockingly low prices, the concept of fast fashion has become more polarising than ever. From ethical concerns to environmental impacts, how has fast fashion changed the game? 


An Evolving World


According to McKinsey & Company, the global fashion industry’s estimated worth was $1.7 trillion in 2023. With greater demand and technological advancements, global apparel consumption is expected to rise to 102 million tonnes by 2030. As the name suggests, fast fashion typically leverages efficient supply chain management and mass production to continuously produce new clothing items and sell them at extremely affordable prices. 


In the 1990s, multinational brand Zara revolutionised the playing field by offering hundreds of items per week. Fast forward to the 2020s, and it is estimated that Shein - the ultrafast e-commerce retailer - produces up to 10,000 new designs per day. During the Covid-19 pandemic, Shein’s market share doubled and is now the most popular shopping website among Gen Z after Amazon. This convenience and affordability has opened more doors for creative expression and experimentation with the latest trends as well as niche aesthetics. Nevertheless, there’s always more to the story than what meets the eye.


Too Good to be True?

Fast fashion perpetuates “throwaway culture” with stylish but disposable garments to encourage customers to frequent brick-and-mortar stores or digital platforms. Unfortunately, many of these items don’t last long - for every five garments produced, approximately three either wind up in landfills or are incinerated each year. Furthermore, the fashion industry in general is a major culprit in rising carbon emissions. Forget about the discourse of celebrities and their private jets, textile production contributes over 1.2 billion tonnes of greenhouse gases a year, exceeding the emissions of all international flights and maritime ships combined.


In addition, fast fashion has been under scrutiny for unsafe workplace conditions and labour exploitation. One tragic example would be the Rana Plaza incident in 2013, where a factory manufacturing garments for brands like Primark collapsed, resulting in the deaths of more than 1000 workers. 


Action over Intention


“While 46 percent of UK shoppers say they avoid buying fast fashion, more than half made a purchase at a fast fashion retailer in the past year.”- The State of Fashion 2025 report


Most people are aware of the negative implications of fast fashion, but when sustainability comes at the price of a higher cost, it’s hard not to think twice. What steps can we take as consumers to be more sustainable? Firstly, living out the Rs of fashion- Reuse, Repair, Reduce, Rent, Recycle. Prolonging the lifespan of clothes- whether it’s donating pre-loved items to your local op-shop or upcycling and restoring worn garments or even supporting local designers who are a part of the sustainable fashion community. Every step contributes to a better world for future generations.


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