Fast fashion is like fashion on steroids. Designs zip from the runway to the web faster than you can say “outfit of the day.”
These clothes are affordable, trendy, and everywhere. One minute you’re scrolling through TikTok and in the next, you’re wearing the same look as your favorite influencer.
Fast fashion has changed how people shop, what they wear, and how often they toss out clothes. It’s an industry that’s continuing to grow — but it’s not perfect.
Ahead, you’ll learn everything about the history of fast fashion, its impact on the environment, and how to make your brand more sustainable.
What is fast fashion?
Fast fashion refers to inexpensive, trendy clothing produced and consumed rapidly. This business model prioritizes quick manufacturing, low costs, and high-volume sales to capitalize on fashion trends.
Fast fashion began in the late 1990s and early 2000s and changed how the fashion industry operated. Brands like Zara, H&M, and Forever 21 pioneered the approach, figuring out how to go from design to store shelves in record time.
While traditional fashion houses stuck to two to four collections a year, these fast-fashion giants started releasing new styles weekly.
What caused the rise of fast fashion?
A few things came together to spark this fashion frenzy:
- Globalization: Companies started making clothes in countries where labor was cheaper, bringing down costs.
- Tech upgrades: Better supply chain management and the rise of online shopping made producing and selling clothes easier.
- Social media explosion: Instagram made everyone a fashion influencer, making trends come and go faster than ever.
- Changing shopping habits: People started craving affordable ways to keep up with these rapidly changing trends.
The numbers show just how big this sector has become. In 2022, the fast fashion market was worth a whopping $122 billion. And it’s not slowing down — it’s expected to hit $184 billion by 2030, according to Statista.
Here’s the catch: All this affordable, trendy clothing comes at a cost. The United Nations Environment Programme says that the global fashion industry in 2019 accounted for 2% of global carbon emissions.
As more people become aware of the environmental issue, there’s a growing conversation about whether fast fashion can continue as it has. People are starting to talk more about ethical clothing production and shopping more consciously.
Leading fast fashion brands
There are a few big brands who’ve mastered the art of fast fashion:
Zara
Founded in Spain in 1975, Zara has grown into a global fast fashion powerhouse. The brand is renowned for its rapid production cycle, introducing new styles to stores in as little as two weeks.
Zara’s business model centers on constantly refreshing its inventory with the latest trends to encourage frequent customer visits. Its product range spans from everyday basics to runway-inspired pieces, all at accessible price points.
H&M
H&M, founded in Sweden in 1947, has long been a major force in fast fashion. The brand is known for its collaborations with high-end designers, bringing catwalk-inspired looks to the masses at affordable prices.
H&M’s approach is evident in its quick style turnover and extensive global retail presence. It offers clothing for all demographics, as well as home goods and beauty products.
Fashion Nova
A relative newcomer, Fashion Nova has rapidly gained popularity since its 2006 launch, largely due to effective social media marketing and influencer partnerships. This US-based brand is recognized for its body-conscious styles and trend-driven pieces.
Fashion Nova’s ultra-fast production allows it to capitalize on celebrity looks and viral trends almost instantaneously. It focuses primarily on women’s clothing and accessories, with a growing men’s line.
Shein
Shein, founded in China in 2008, has taken the fast fashion world by storm with its online-only model and rock-bottom prices. The brand releases up to 10,000 new styles daily, outpacing even its fastest competitors.
Shein’s approach to fast fashion relies heavily on data-driven trend forecasting and a vast network of suppliers. It sells an extensive range of products, including clothing, accessories, and home goods, primarily targeting Gen Z consumers.
Boohoo
UK-based Boohoo, founded in 2006, has rapidly grown into a major fast fashion brand, particularly popular among younger shoppers. The company’s success lies in its ability to quickly produce trendy clothing at low prices, often inspired by celebrity and influencer styles. It offers a wide range of clothing and accessories for both men and women, with a focus on party wear and casual styles.
Temu
Launched in 2022, Temu is a fast-growing online marketplace owned by Chinese ecommerce giant PDD Holdings.
The platform offers an extensive range of products at extremely low prices, including clothing, accessories, home goods, and electronics. Temu’s approach to fast fashion is characterized by its vast product selection, rapid shipping, and aggressive pricing strategy. The company also leverages its established supply chain networks in China to offer a constantly updating inventory of trendy items.
Pros and cons of fast fashion
Fast fashion has shaken up the industry, but it comes with a mixed bag of impacts on consumers, workers, and the environment. Here are the pros and cons:
Pros
- More affordable clothing options. Consumers can snag trendy outfits for less. For example, the average price of a garment from Shein is $14, making its clothing more affordable for a wide audience.
- Tons of choices for consumers. Fast fashion companies can rapidly produce and distribute new designs, so consumers can stay up to date with the latest trends.
- More jobs and economic output. More than 300 million people around the world work somewhere along the clothing value chain.
- Higher accessibility to clothing. Trendy clothes are available to a wider range of people, not just the wealthy. A 2024 report found that 40% of US consumers and 26% of UK consumers have shopped at fast fashion giants Shein or Temu in the past 12 months.
Cons
- People are ditching clothes faster. Fast fashion items are worn less and kept for less time compared to other items. On average, resold luxury items are worn 88 times, which is 76% more than fast fashion items.
- Poor labor conditions. The demand for low-cost clothing often leads to poor working conditions and low wages for garment workers. For example, in 2023, there were 314 documented cases of labor and human rights violations against garment workers in Myanmar, reflecting the harsh realities of the fashion supply chain.
- Lower quality clothing. Fast fashion items are often made from cheap materials, resulting in clothing that wears out quickly. This contributes to “throwaway culture,” where garments are discarded after just a few wears.
- Hidden costs for consumers. While fast fashion appears cheaper upfront, one report argues that when you factor in the frequency of use, total lifespan, and resale value, used luxury items are more cost-effective in the long run.
- Environmental issues. About 85% of textiles thrown away in the US end up in landfills or are burned each year. Our clothes are literally piling up and causing environmental havoc.
The environmental impact of fast fashion
The fast fashion industry has undergone scrutiny for its environmental footprint. Studies suggest this style of production and consumption leads to substantial resource use and waste generation throughout the supply chain.
Here are some key statistics from a comprehensive study on the environmental impact of fast fashion:
- CO2 emissions: The fashion industry produces 8% to 10% of global CO2 emissions (four to five billion tonnes annually).
- Water consumption: The industry used 79 billion cubic meters of water in 2015.
- Microplastic pollution: Fashion contributes around 35% (190,000 tonnes per year) of primary microplastic pollution in oceans.
- Textile waste: The fashion industry produces more than 92 million tonnes of textile waste annually.
- Chemical use: The textile industry uses more than 15,000 different chemicals during manufacturing.
- Water pollution: The fashion industry is responsible for around 20% of industrial water pollution from textile treatment and dyeing.
Despite these setbacks, fast fashion retailers are adopting more sustainable practices. Zara’s Join Life label identifies garments made from sustainable materials, such as organic cotton, recycled polyester, and Tencel.
H&M Group aims to reduce greenhouse gas emissions across the value chain by 56% by 2030 and reach net-zero by 2040—goals H&M says were verified by the Science Based Targets Initiative (SBTI) in September 2022.
Tips to make your brand more sustainable
Whether you run a fast or slow fashion brand, there are ways to make it more eco-friendly. Check out these tips to make your brand greener:
- Use recycled materials. Swap out virgin fabrics for recycled alternatives. This reduces waste and conserves resources. For example, Patagonia uses recycled polyester made from plastic bottles in its jackets.
- Start a take-back program. Set up a system where customers can return old clothes for recycling or upcycling. This keeps garments out of landfills and can even provide materials for new products. H&M’s Garment Collecting program is a prime example of this in action.
- Improve your supply chain. Streamline production and transportation to cut down on emissions. This might mean sourcing materials locally or using more efficient shipping methods. Everlane’s Radical Transparency approach showcases its efforts to reduce the carbon footprint of its production.
- Design for longevity. Create timeless pieces that will last, in terms of both style and quality. This encourages customers to keep and wear items longer, reducing overall consumption. Brands like Tentree focus on creating durable, sustainable fashion pieces that stand the test of time.
- Use eco-friendly packaging. Ditch plastic bags and excessive packaging in favor of recyclable or biodegradable alternatives. This reduces waste and shows customers you care about sustainability beyond just the product. Reformation’s use of compostable packaging demonstrates how to do this effectively.
Fast fashion FAQ
What is fast fashion, and why is it a problem?
Fast fashion refers to cheap, trendy clothes that are made super quick. It’s problematic because it harms the environment and often treats workers poorly.
Is Lululemon fast fashion?
Lululemon isn’t really fast fashion. It makes pricier workout clothing that lasts longer. However, some argue that its frequent product releases and trend-following approach share similarities with fast fashion.
Is Zara really fast fashion?
Zara is one of the pioneers of the fast fashion model. Its quick turnaround from design to retail and frequent new styles are the core of fast fashion practices.
Is H&M still considered fast fashion?
H&M is still a major player in fast fashion. While it’s made efforts toward sustainability, its core business model is producing large quantities of affordable, trend-driven clothing.
What are the top 3 ultrafast fashion brands?
The top three ultrafast fashion brands are often cited as Zara, H&M, and Fashion Nova.
