Fast fashion is trending and thus it has evolved a new business model over time that focuses on the rapid production of inexpensive, designer clothing. Various recognized brands exemplify this model, allowing consumers to stay updated with the latest trends at a fraction of the cost of high-end fashion. While fast fashion has democratized fashion by making it accessible to the masses, it significantly challenges sustainability.

The resource-intensive nature of this growing business model causes the primary environmental concerns. As per the UNEP, the fashion industry is responsible for about 8-10% of global carbon emissions which accounts for more than all international flights and maritime shipping combined.

According to the estimates of the World Bank, 20% of global wastewater comes from the fashion industry which significantly contributes to severe water pollution issues. The emphasis of fast fashion on cheap materials, like polyester, worsens the environmental impact, as these fabrics take years to decompose and release microplastics into water bodies during washing.

To continue with this trend, brands rely on outsourcing production to developing countries where labor laws are lenient which develops various social concerns. The 2021 report by the International Labour Organization (ILO) highlighted the widespread exploitation in garment factories, exacerbated by the pressures of fast production cycles.

Governments and international organizations are beginning to take note of these issues. The European Union’s Green Deal, for example, seeks to encourage sustainable fashion practices, aiming to address the high environmental cost of fast fashion. Even, in India, the government has been pushing for the adoption of circular economy principles, urging companies to adopt more sustainable production models.

Similarly, global brands are also experiencing pressure from consumers that encourages them to adopt more ethical practices, like using sustainable materials and improve labor conditions. Thus, besides reshaping the fashion industry, more coordinated efforts are required from consumers, businesses, and government stakeholders to address its environmental and social implications.

This trend has made fashion more accessible to consumers but moving towards a more ethical and sustainable fashion industry will make the way for a brighter future. It will involve embracing slow fashion, supporting circular economy initiatives, and holding brands accountable for their production practices.