The cost of fast fashion

The French national Assembly Today, Assemblée nationale, has started discussing a bill that could have far-reaching implications on the fashion industry as it seeks to tackle one of the most pressing challenges of the industry: Fast fashion.

A phenomenon involving trendy clothing that is quickly produced and sold at cheap prices to keep up with current fashion trends and often inspired by designs featured at high-profile Fashion Week events or worn by popular celebrities, fast fashion, has for long attracted manufacturers, retailers and consumers.

However, the trend continues has taken a toll on the entire textile value chain and those in it especially the textile factory workers.

According to the United Nations Environment Programme, UNEP, fast fashion is the biggest consumer of water and is responsible for 10 per cent of global carbon emissions, the equivalence of all international flights and maritime shipping combined.

France’s new bill highlights the adverse impacts of fast fashion noting: "This evolution of the apparel sector towards ephemeral fashion, combining increased volumes and low prices, is influencing consumer buying habits by creating buying impulses and a constant need for renewal, which is not without environmental, social and economic consequences."

If the bill becomes law, there will be penalties of up to €10 for fast fashion clothing and a ban on ultra-fast fashion advertising will come into force.

Clothing brands and activists have thrown their weight behind the bill, arguing that the fashion industry should be focused on creating a circular and sustainable future that benefits and empowers communities.

Global online fashion marketplace Vestiaire Collective has been developing a metric to delineate fast fashion parameters and banning those that do not meet industry standards for quality.

www.vestiairecollective.com

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