Hi everyone, hope all of you have been well! We have some things lined up for all of you this April that we have been preparing for the last couple of weeks and are happy to announce that as part of our efforts to take a step towards sustainable living, we’ll be releasing weekly articles about fast fashion, it’s problems , how Honest Crafters takes a step to sustainability and daily tips on how you can embark on this journey of sustainable living.
As World Earth Day happens on the 22nd of April, we decided to dedicate this month to show some love to our mother Earth. So, without further ado, let us take dive into the world of fast fashion.
Now, I’m sure a lot of you aren’t aware of what fast fashion is, but if you were to make a guess you would probably relate it to fast food- something we’re all too familiar with (whoops).
Fast fashion is the term used to describe clothing designs that move quickly from the catwalk to stores to meet new trends. The collections are often based on designs presented at Fashion Week events. Fast fashion allows mainstream consumers to purchase trendy clothing at an affordable price.
Back then, the fashion industry only ran 4 seasons a year: fall, winter, spring and summer. Designers would work months in advance to plan and predict what would be the next big trend. This took away agency from the wearers and was prescribed to high society only.
However, during the Industrial revolution, the seeds for fast fashion were planted as costs went lower as a result of the advancements in technology.
I’m sure a lot of you are aware of stores like H&M, Zara and Forever 21 right? These brands reportedly have 52 “micro seasons” which mean’s that’s 1 new “collection per week”. It became common because of cheaper clothing, an increase in appetite for fashionable clothing, as well as the increase in appetite for fashionable clothing. Resulting in new fashion lines that are introduced on a seasonal basis by traditional fashion houses.
This means that they have styles for almost every user group out there. From office-wear to teenage street styles, we’re all guilty of buying something from these brands.
Even big brands are adopting new strategies that focus on increased flexibility and faster paced production windows, in order to adapt to increasing competition and in-control customer. What this means is that all your favorite brands like Hermes, Louis Vuitton and Gucci (just to name a few) are starting to churn out more and more designs to catch up. Think: Do you really want your bag to be “out of style” after only a few months or worse- WEEKS of using it?
You must be wondering, how does buying clothes from these stores possibly affect our environment, well, you’ll be in for a real shocker but stay tuned for next week as we cover the problems that have arisen as part of “fast fashion”. In the meantime, if you have something for us to restore you may get in touch with us anytime.