In recent decades, the fashion industry has undergone a radical transformation. Gone are the days of two or four seasons a year; now, new styles arrive in stores almost weekly. Thi
Faglig kvalitetssikret av lærere og toppstudenter · Følger læreplanen (LK20) · Sist oppdatert 2026-07-16
Introduction
In recent decades, the fashion industry has undergone a radical transformation. Gone are the days of two or four seasons a year; now, new styles arrive in stores almost weekly. This business model, known as fast fashion, is built on producing trendy, inexpensive clothing at lightning speed. It has made fashion more accessible to more people than ever before, but this convenience comes at a staggering human and environmental cost. This article will explore the mechanics of the fast fashion industry and the profound ethical questions it raises for us as consumers.
Learning objectives
After reading this article, you should be able to:
- Define fast fashion and describe its business model.
- Explain the major environmental impacts of the fashion industry.
- Describe the working conditions of garment workers in the fast fashion supply chain.
- Understand the concept of a "linear" vs. a "circular" economy in the context of fashion.
- Identify strategies for becoming a more ethical and sustainable fashion consumer.
The Fast Fashion Model: Speed and Disposability
The goal of fast fashion brands like Zara, H&M, Shein, and Fashion Nova is to get designs from the catwalk to the consumer as quickly and cheaply as possible. They achieve this by constantly releasing huge numbers of new styles in small batches, creating a sense of urgency and scarcity. This encourages a culture of hyper-consumption, where clothing is treated as a disposable item. The focus is not on quality or durability, but on trendiness and low prices. We are encouraged to buy more, wear it a few times, and then discard it to make room for the next trend. This has led to a massive increase in the amount of clothing being produced and thrown away each year. …