Why I'm not against fast fashion

Fast fashion has got a beating over the past few years, and there's been a lot of naming and shaming of companies and brands contributing to the vast environmental problems caused by the fast manufacture and sale of 'on trend' items.

Most of the argument centres around the impact of the industry - workers exploitation and labor practices in countries such as Bangladesh and India, production methods and the pollution caused from the manufacturing process, and the enormous amount of waste as people part with $10 tees after just one wear.

So should we all boycott the 'fast fashion' brands that are wreaking havoc on our environment? Should the cheaper, mass-manufactured items found in stores such as Zara, H&M and Cotton On be totally eradicated?

In short, no.

I believe that fast fashion can play a part (albeit a more responsible and perhaps smaller) part of our overall fashion landscape.

Fast fashion brands are producing cheap, on-trend clothing because there is enormous demand for them. According to research, the industry has grown a massive 21% in the past three years. It's simple economics to understand why the industry is doing so well. Where there is demand, supply will follow. And while the McKinsey Global Fashion Index forecasts that growth will slow to 3 to 4 percent in 2020 (slightly less than 2019) our insatiable thirst for fashion, largely driven by access to billions of digital images and media every day, has become a natural part of this new economy.

What is needed is a total rethink of the system - both from consumers and from brands.

Since I chose to stop eating meat in 2016, I've watched a slow, yet steady movement towards plant based eating. 'Meat free Monday' and campaigns encouraging people to eat less meat are helping to educate the public about the devastating impacts caused by factory farms and livestock production, not to mention the health benefits. And while I would love to see a world without meat on the menu, I know that's totally unrealistic and people are entitled to make their own choices.

A similar approach is required to help consumers think more conciously about their purchases. And rather than never buying fast fashion again, let's start to rethink the way we shop and reduce what we buy. Let's start to consider human rights and climate change, and buy only what we need - with a conscious effort to reduce our own personal impact.

Let's start to demand that the major players in the industry meet us halfway and play their part. H&M already has a great in store garment collection program; Cotton On have a sustainable cotton program in Kenya; and Zara has committed to all of its collections being made from 100% sustainable fabrics before 2025.

As shoppers, we need to take responsibility for our purchases, and how we handle our clothing afterwards. The price point of fast fashion is ultimately what drives the majority of consumers, but just because something is cheap (or cheaper), doesn't mean we can't demand that it is made ethically, and conciously consider our purchases. I have a number of great, inexpensive pieces in my wardrobe that I absolutely love and I've worn time and time again,

If you don't have a huge budget for fashion, do your research and seek out smaller, sustainable brands that are still affordable, as well as the bigger retailers.

When done responsibly, fast fashion retailers can positively contribute and provide employment opportunities in developing countries, utilise and drive emerging production technologies that minimise environmental damage, provide a platform to educate consumers about how to minimise their impact and offer budget conscious or economically disadvantaged shoppers the opportunity to have great style without breaking the bank account.

Together, we can all be a force for positive change.

?Lucy Owens, founder of Style Rises, is a personal stylist, communication consultant and mindset coach who loves bringing powerful personal style into the lives, businesses, brands, and careers of her high-achieving clients.

Deeply passionate about transforming women’s confidence through their closets, Lucy has fallen in love with watching women skyrocket their promotional appeal through reclaiming their power. As a certified image consultant who understands personal branding, power positioning, and has first-hand experience of working in the corporate world for luxury fashion and hospitality brands, Lucy has become an image advocate for women making an impact.

 If you'd like to discuss how Lucy can resurrect your style confidence, get in touch.