In recent decades, fast fashion has transformed the clothing industry, democratising access to trendy clothing at affordable prices. However, this accelerated consumption model has a hidden cost that the planet is paying with interest. From the pollution of natural resources to labour exploitation, fast fashion poses serious ethical and environmental challenges that require urgent attention.

What is fast fashion?

Fast fashion is based on the mass and inexpensive production of clothing, inspired by the latest catwalk trends and designed to be disposable. Brands such as Zara, H&M and Shein, among others, are icons of this model, which seeks to get consumers to buy more clothes, more frequently, at low prices.

The problem lies in the speed and volume of production, which prioritises economic profit over sustainability. This has led to a “throwaway culture” that has saturated landfills and degraded the environment.

Environmental impact of fast fashion

1. Consumption of natural resources
- Cotton production, for example, requires huge amounts of water: it takes about 10,000 liters to make a single pair of jeans. In addition, cotton crops are responsible for intensive use of pesticides, which pollute rivers and soils.
- Synthetic fibers such as polyester, which are dominant in fast fashion, are made from petroleum-derived plastics. Their production emits large amounts of greenhouse gases and contributes to climate change.

2. Water pollution
- Textile dyeing is one of the most polluting industrial processes, releasing toxic chemicals into freshwater sources. According to Greenpeace, 20% of industrial water pollution comes from the textile industry.

3. Textile waste
- Every second, the equivalent of a garbage truck full of clothing is burned or buried in landfills. Many of these textiles take decades to decompose and release microplastics into the environment.

4. Carbon emissions
- Fast fashion is responsible for 10% of global carbon emissions, more than international flights and shipping combined.

Social impact: Beyond the environment

In addition to the ecological consequences, fast fashion has a significant human cost. To keep prices low, brands often rely on cheap labor in developing countries, where working conditions are poor and wages are insufficient.

Workers, mostly women and girls, often work long hours in unsafe factories, known as sweatshops. Tragedies like the Rana Plaza collapse in 2013, which killed more than 1,100 people in Bangladesh, are a reminder of the true price of cheap fashion.

What can we do as consumers?

Change starts with our purchasing decisions. Here are some actions to reduce our impact:

1. Buy less and better
Prioritize quality over quantity. Invest in durable, timeless clothing that won't go out of style quickly.

2. Support sustainable brands
Many brands are adopting ethical and eco-friendly practices, using recycled materials or producing locally to reduce their carbon footprint.

3. Reuse and recycle
Participate in secondhand initiatives, clothing swaps, or recycle clothes you no longer wear.

4. Questioning Impulsive Consumption
Before you buy, ask yourself if you really need that item or if you are simply being seduced by advertising.

Fast fashion has created an unsustainable system that depletes natural resources, harms the environment and perpetuates labor exploitation. While brands have a crucial responsibility to adopt more ethical and sustainable practices, we as consumers also play a key role in choosing how and where to shop.

The next time you are about to buy a “cheap and trendy” item, remember: the real price is not on the label, but on the planet. ?