Statistics have shown that there has been a significant increase in the production of fast fashion on the Australian market over recent years.
The spike in ultra-fast fashion consumption has been driven by fast-paced social media trends, and low costs, but it’s toll on the environment has been huge.
Fast fashion is a cheap and easy method of consumption for younger generations to buy on-trend products, with a spike to 16.7% in 2021 to 2022 period.
Although growth was at its highest four years ago, it has been slowing steading, averaging 10.7 per cent annually, with the pace affected by inflation.
Source – Uniform Market 2024
The fast fashion trend has caused microplastics to be released into the ocean annually, creating a 9 per cent impact on the ocean’s pollution, according to data from the United Nations.
Source – United Nations
Environmental activist Abigail Funes said she has seen the rise in the fast fashion industry as a major problem, especially as trends take off with influencers over social media.
“So I think a lot of the younger audiences are really, susceptible to those kind of companies and they draw to them more, because obviously it’s for younger audiences and a lot to do with social media and then trends,” she said.
Ms Funes said it was harder for young people to find suitable options and avoid the fast fashion outlets. Adapting to a different lifestyle requires researching each purchase.
“What I try to do for myself is I look at the company that I want to shop at or the retail store, to determine if they are ethical,” she said.
“I look at where they source their materials, if they’re fair trade, if they pay their workers properly, if the business is sustainable.”
While the fast fashion industry has expanded at a rapid pace, many companies around the world are exploring ways to expand within Australia.
Fashion brand Shein’s senior director, Cui He told The Sydney Morning Herald, that the company planned to expand more into the Australian fashion industry.
“We’re looking for digitally savvy brands in Australia who provide different value, complementary value, to the Shein offering,” Ms He said.
Ms Funes has urged Australian consumers to think twice before buying into fast fashion trends.
