Almost everywhere we read that fast fashion is bad, that you should invest in sustainable fashion. But what is fast fashion really? And what are the ways to truly be sustainable.

Fast fashion is a contemporary term used by fashion retailers to express that designs move from catwalk quickly to capture current fashion trends. Fast fashion clothing collections are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year. Emphasis is on optimizing certain aspects of the supply chain for these trends to be designed and manufactured quickly and inexpensively to allow the mainstream consumer to buy current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers.

This has developed from a product-driven concept based on a manufacturing model referred to as “quick response” developed in the U.S. in the 1980s and moved to a market-based model of “fast fashion” in the late 1990s and first part of the 21st century. Fast fashion has also become associated with disposable fashion because it has delivered designer product to a mass market at relatively low prices.

The sustainable fashion or conscious fashion movement has arisen in opposition to fast fashion, blaming it for pollution (both in the production of clothes and in the decay of synthetic fabrics), shoddy workmanship, and emphasizing very brief trends over classic style. “The Shockingly High Cost of Cheap Fashion was one of the first investigations into the human and environmental toll of fast fashion”. Fast fashion has also come under criticism for contributing to poor working conditions in developing countries.

Sustainable fashion doesn’t mean spending lots and lots of money on items, a lot of brands market themselves as sustainable, and those are comming with a higher price tagg. But is it really a hunderd percent sustainable? First of all, wat material is it made of? Is it a natural fibre, thats better for the envoirement and your skin? Where is it made, can you find any information on the factory? But the most important question: Am I really going to wear it? Can i wear this item for multiple occasions? Being conscious before you buy helps a lot, that doesn’t mean you need to create a whole capsule wardrobe with only 30 items max, just thinking about it before you buy it will help you save a lot of money.

If it’s not marketed as sustainable doesn’t mean it isn’t, doing a small research looking into the brand, knowing what materials will last long and knowing your style and not just falling into the endeless hole of trends.
Yes sustainable fashion is now ironically seen as a trend, even though trends are conected with fast fashion. You see it everywhere as marketing stategy, but something that should be kept in mind for forever.