What is fast fashion?

Fast fashion refers to the rapid production of inexpensive clothing, with the goal to produce cheap, often trend-based clothing, to encourage frequent consumption as a result of affordability. The garments are often made by workers in unacceptable working conditions, and are typically lower-quality and discarded after minimal wear, contributing to textile waste, overconsumption, and environmental harm.

But fast fashion isn’t just about cheap, mass-produced clothing. Whether it's from an op-shop, high street store, or even luxury brands, if we’re constantly buying impulsively, wearing items just a few times, and quickly discarding them, we’re contributing to a cycle of overconsumption.  It’s not necessarily about the cost or source of the clothing, but more about the way we approach fashion and the impact that has on the environment and our relationship with what we wear.

Our relationship with fast fashion often mirrors our broader relationship with clothes, reflecting how we view, value, and interact with fashion on a deeper level. Here are a few ways this connection plays out:

    • Fast fashion encourages a view of clothing as temporary or disposable—something we wear briefly and then discard. This reflects a mindset where clothes are seen not as meaningful or enduring items, but as trends to be consumed and replaced quickly. This can mirror how we sometimes view ourselves or our identities: constantly evolving, but without giving ourselves space to feel grounded or lasting.

    • Many of us turn to fast fashion as a quick fix to emotional needs—whether it's the thrill of a new purchase, the excitement of a trend, or the desire to fit in. This relationship can show how we might sometimes seek external validation or instant gratification through material possessions, rather than cultivating deeper, more lasting connections to what we wear or who we are.

    • Fast fashion is all about staying on top of the latest trends, often at the expense of personal style or long-term investment in garments. If our wardrobe is based solely on fleeting trends, it reflects a relationship with fashion that is not rooted in our own authentic expression but rather in external pressures. In contrast, when we focus on creating a timeless wardrobe or developing a personal style, we move toward a more intentional relationship with clothing—one that prioritises meaning and sustainability.

    • Fast fashion encourages buying in excess, often leading to overcrowded closets full of clothes that are rarely worn. This reflects a consumerist mindset where we are focused on quantity and constant acquisition rather than valuing quality, craftsmanship, and longevity. It suggests a relationship with clothes that is more about consumption and less about cherishing what we already have.

    • How we relate to fast fashion can also reflect how we think about our impact on the world. If we buy into the idea that clothing should be cheap and abundant, we may not always consider the environmental cost or the labor exploitation behind it. But as more people become aware of the consequences, many are choosing to reconnect with fashion in a way that’s more conscious, sustainable, and mindful of the planet.

Ultimately, our relationship with fast fashion can highlight our relationship with clothing itself: whether we view it as a tool for self-expression, a reflection of our values, or just a fleeting commodity. Shifting away from the fast fashion mentality involves recognising the emotional, environmental, and social costs of overconsumption and fostering a deeper, more intentional connection with what we wear.