FAST FASHION - INDIVIDUAL ASPECT

FAST FASHION :- INDIVIDUAL ASPECT.

Fast Fashion can be defined as cheap, trendy clothing that samples ideas from the catwalk or celebrity or celebrity culture and turns them into garments in high street stores at lightning speed to meet consumer demand. Some of the most popular, affordable and accessible brands are H&M, Forever 21, Zara, etc. Flea markets act as fashion hubs, and sale season witnesses heavy rush in India.

It is true that fast fashion has regularized the fashion and offered the world an experience which was previously only limited to the elite.

However, it has also created a major shift in consumer behavior where the consumer behavior where the consumer prefers quantity over quality, wants over needs and fads over eternal style. This shift has given birth to the toxic system of over eternal style. This shift has given birth to the toxic system of over production and mindless consumption.

Even I realised that I use limited number of clothes and no need to buy more . This time when I arranged my wardrobe I realised that I haven't touched some of my clothes and I have not removed the tags of some clothes. I still use same few clothes . I realised that some of which are such that I have worn only once or twice.

Our needs are fulfilled, up to an extent where it becomes our wants. I have never been able to realised  and balance between needs and wants. This hits me when I saw that there are so many clothes in my closet which I don't want or I do not use it and now I became aware of this and start thinking about this and will try to balance to balance my needs and wants.

IMPACT ON US:- THE HUMANS AND THE ENVIRONMENT.

• The over production of fast fashion has both humans and environmental costs.
• Most of the clothes are made in countries with poor labour laws. The workers work endless with below the minimal wage, no job security and in an unacceptable working conditions.
• Cheap toxic textile dyes pollute the water, synthetic fabrics derived from fossil fuels contribute to global warming.

A SHIFT FOR THE BETTERMENT OF US:- NEED OF AN HOUR

It is really a high time, to change our attitude towards fashion. We as a consumer should buy less, but a better quality which means better durability. This will help in reducing the fashion waste.

A radical change is also required on the part of the businesses involved in fast fashion and its advertising. Businesses need to produce clothes that are sustainable to last long.

We all need to collectively, move towards slow fashion for a mindful manufacturing, lasting garments and fair labour rights. We should also focus on reducing the consumption and to upcycle old garments, to enforce sustainable fashion and to protect the planet.