Fast fashion refers to the affordable collections of major fashion brands (Zara, H&M, Primark, Kiabi, etc.) that are often inspired by trends in the luxury sector. While we are sometimes tempted by low-cost products, especially those whose collections are constantly being updated, jaiio explains the alternatives so you can definitively adopt responsible fashion!
A figure that motivates us and shows that mentalities are already changing? By 2028, the second-hand market is expected to be larger than that of fast fashion (source Thredup).
1. Fast fashion: who is it what is it?
There is no doubt that fast fashion lives up to its name: it could be translated as “fast fashion” in French.
These are brands that produce in very large quantities and at low prices and which, consequently, can afford to renew their collections very regularly, over the seasons and new trends at a very attractive price. Having access to fashionable items in a simple and inexpensive way is undoubtedly what attracts many consumers! Brands also take advantage of this by communicating to their customers very often about their new products (again?!).
The excesses of fast fashion
As explained previously, fast fashion allows you to access the latest trends at low prices, and to renew your wardrobe very often. We buy, we wear, we don't like it anymore, we throw it away (or leave it lying around in our closets...) ... This is one of the (many) harmful consequences of fast fashion! And yes, the consumer has become demanding and quickly gets tired of their purchases...
But that's not all! No one is unaware of the deplorable working conditions in fast fashion factories. Remember this terrible tragedy in Bangladesh in 2013: the Rana Plaza, an 8-story building housing clothing workshops, collapsed... More than 1,130 people lost their lives and at least 2,500 were injured! What a disaster and what a shame, several brands that we know well manufactured items there... The brands want to produce quickly, in very large quantities to satisfy demand, and forget the working conditions of their employees... Assembly line work, derisory wages, use of chemicals (therefore harmful to the health of the manufacturers), the list is long!
This documentary made us react and become aware of the seriousness of the situation.
And the environment? Undoubtedly another very sensitive subject for the sector... Pollution, recycling problems, use of chemical materials, energy consumption... The consequences of mass production are very serious! Did you know that the fast fashion sector represents 17 to 20% of global water pollution? 4 million tons of textiles thrown away each year in Europe? 2% of the greenhouse gases released each year in the world?
We don't want to scare you, just to make you aware of the impact of our consumption habits. The good news is that it's never too late to take action. Because if each of us decides to consume differently, things can change. Let's start with ourselves, convince those around us, and with word of mouth, we'll succeed in making things happen!
2.Responsible alternatives
Slow fashion
Its name is just as explicit: "slow fashion" means "slow fashion" in French. These are brands that offer timeless products that last from season to season. Unlike fast fashion, it bans overproduction—no waste, everything produced must be worn—and is based on the fair trade model, respecting human rights and the environment.
Its values are as follows:
- Produce less, and better: NO to overproduction. Parts are manufactured in smaller quantities.
- Use nature-friendly raw materials: NO chemicals, the materials are natural and sustainable (linen for example, which requires very little water and is a natural fiber)
- Respect human rights: working conditions are good, know-how is valued
In short, it's about sustainable, responsible, and ethical fashion. Quality takes precedence over quantity.
Local consumption
And yes, by favoring Made in France, we support local industry and therefore rely on short supply chains. Naturally, we choose brands that use organic cotton or any other natural material that will be of excellent quality and will last a long time. To help you, discover the website Sloweare which lists responsible brands and stores near you.
Second hand
We all have a friend who once decided to challenge herself to "go shopping for a month." If she succeeded, that same friend has now decided to "stop consuming new products."
To consume more ethically and responsibly (consume less, consume better!), buying second-hand is an effective solution to avoid breaking the bank and to dress sustainably!
What could be more rewarding than buying a piece of clothing that has already been used but that someone no longer wants, rather than buying new and being complicit in overproduction?
It's even better if you choose to buy quality second-hand brands! How? On the website jaiio Quite simply. Here, beautiful pieces in excellent condition (carefully checked by the entire team) are available at attractive prices.
In conclusion? We buy or resell second-hand products (say goodbye to overconsumption, let's give our clothes a second life!), these are only luxury or high-end pieces in perfect condition and of impeccable quality (which we will therefore keep for a very long time!), we dress sustainably, we preserve the planet, all without breaking the bank! We get good deals and we find unique pieces, only advantages!
As you can see, fast fashion is undoubtedly one of the planet's greatest enemies.We consume, overconsume without thinking, and we forget... Purchasing behavior has clearly evolved since the 90s, pushing us to buy compulsively and brands have understood this by reinforcing us in our madness of unnecessary purchases... How sad! This is why we must adopt a much more sustainable and ethical economic model. We take our time (we check the labels to know the composition of the item), we favor brands that produce in small quantities (we don't want to arrive with the same dress as someone else at a cocktail party, the shame!), we favor quality (no risk of our clothes losing their shape after the first wash) and we can turn to second-hand for an even more sustainable economy!
Let's revolutionize fashion! Responsible fashion will never go out of style!
Did you like this article? You may also like “What if we became consumer-actors?”
To shop a selection of second-hand items made with love, it's HERE.
