How Fast Fashion is Rewriting the Rules of Style

Did you know the fashion industry is one of the leading contributors to global pollution? While chasing trends, we often overlook the hidden cost of our wardrobe choices, don’t we? Fashion is something that is constantly evolving and keeps influencing our culture. In recent years, fast fashion has dominated the scene, reshaping how we view and consume clothing on a global scale. But have you ever paused to think about the cost of keeping up?For example,the rapid rise and fall of the ‘oversized’ fashion trend highlights the fleeting nature of fast fashion. Simply put, fast fashion is all about taking the latest runway looks and turning them into affordable clothing you can find at the mall. The catch? These pieces are often intentionally designed for short-term use.

Since the late 20th century, fast fashion has thrived due to the cheaper cost of production. Fast fashion brands quickly produce new styles to keep up with trends. They focus on speeding up the supply chain so that they can design and manufacture clothes fast and affordably. This allows regular consumers to buy trendy clothing at lower prices.

However, beneath the glamour of trendy clothing lies a dark reality — one that impacts workers, the environment & even our health.

Worker Exploitation: Fast fashion companies often rely on cheap labour in developing countries., where workers are frequently underpaid, overworked and subjected to dangerous working environments. Many of these workers are underage, and some are even victims of forced labour. Remember the Rana Plaza collapse in 2013? Over a thousand workers lost their lives while making clothes for global brands. This incident caught massive attention to the dark side of the labourers and the poor work conditions in the industry. Child labour, low wages and unsafe working conditions run rampant in the garment factories employed by fast fashion giants.

Environmental Damage: Did you know the fashion industry is responsible for 8–10% of global carbon emissions? That’s actually higher than what the aviation and shipping industries put together. The companies also contribute to environmental damage by polluting waterways with chemicals from textile dyeing. The cotton industry pollutes with the heavy use of pesticides affecting people, groundwater and biodiversity. Each year 150 million trees are cleared to produce rayon or viscose. And every year, about 40 million tons of discarded clothing find their way to landfills and incinerators.

Health risks: The chemicals used to create clothing pose health risks to both consumers and garment workers.

Even though the negative effects of fast fashion are well-known, the industry keeps growing at an alarming rate. To tackle this issue, it’s important to understand what makes consumers tick. Many factors influence how we shop for fashion. While the affordability and speedy delivery of these items certainly attract buyers, the psychology behind fast fashion is all about how our brains react to shopping and what drives us to shop for new clothes.

Buying a trendy jacket on sale might feel like a win, right? That’s dopamine talking — the chemical that gives you a happy buzz when you shop. The problem? That feel-good rush goes away quickly, leaving you wanting more.

Dopamine release: Buying new clothes releases dopamine, which can make you feel good. The pleasure centre of the brain is activated when you buy a clothing item, and the more you want the item, the more active the pleasure centre is.

Cheaper clothes: Buying cheaper clothes can trigger a stronger dopamine response.

Bargains : Getting a good deal can trigger a chemical response in the brain.

Addiction: the fast fashion industry creates a cycle of buying new clothes to get a dopamine hit.

Trendy pieces: Consumers want trendy clothes quickly and at a low price.

Low Quality: The desire to follow trends can lead to the production of low-quality items.

Waste: low prices can encourage consumers to think of clothes as disposable items instead of long-term investments.

Fashion simultaneously taps into our aspirations and insecurities. A difference between fashion and style is Quality. Although fast fashion products may seem attractive and exciting, we must realise the outcome of fast fashion is temporary. So, what can we do to escape this trap? Well, the factor that plays a major role here is, psychology. Let’s counter these psychological traps with thoughtful tips that we can apply as consumers that break us free from the fast fashion cycle.

Understand the dopamine trap: Shopping, whether it is local or online, the stores, the lights, discounts, and push notifications are carefully designed to make you feel good spending. You go to a store to buy 1 thing, fall into the trap of discounts, get more than one product, and you are brainwashed that you’ve made a great saving by purchasing more clothes at a smaller price. Same with online shopping. This feel-good dopamine is short in span, resulting in going away after a day or less. So you seek that dopamine rush, again! Knowing this can make you pause before buying.

Understand why fashion habits are keeping you hooked

Find your style, with the clothes you already own — Organize your wardrobe and experiment with combinations. You’ll be surprised at how much variety you already have!

Support sustainable brands that reflect your values and bring you joy.

You don’t need to give up fashion to make a difference. Starting small is the best way we can get off this trap.

Every time we choose quality over quantity, we are sending a message to the industry: fashion can be stylish and sustainable. Together, let’s redefine what it means to dress well — without costing the planet or its people.