Fast Fashion & Feminism [by Jo Eccleston]
Jo is a Business Admin apprentice, read her blog post below:
Fast Fashion & Feminism
What is fast fashion?
Historically, there were four seasons of fashion and that reflected consumers purchasing habits, but with the rise of online shopping something changed and fast fashion was born. Clothing became more affordable and new trends came into fashion multiple times a season meaning there was an unmeetable demand for quick, cheap clothing. Fast fashion at its core is the rapid production of ‘trendy’ clothing so consumers can be wearing the most up to date styles at their height of popularity, and discard them when something else becomes the new thing.
This led to the exploitation of workers in developing countries and truthfully, there was little understanding of the world of fast fashion before 2013, when a clothes manufacturing complex in Bangladesh collapsed killing over 1,000 workers. This was when consumers were really made aware of the true cost of fast fashion, in order for consumers in developed countries to wear fast fashion, those in third world countries were risking their lives everyday.
Why is this a feminist issue?
Approximately 80% of garment workers are women, aged 18-35, earning minimum wage for maximum risk. Whilst minimum wage in the UK for anyone over 18 is a minimum of £6.45 an hour, garment workers in Cambodia earn £51 a month, that is less than £1 a day. This is not a living wage, a living wage is a basic human right and should allow workers to afford basic amenities according to the Universal Declaration of Human Rights which stipulates that “Everyone who works has the right to just and favourable remuneration ensuring for himself and his family an existence worthy of human dignity” (Article 23).
What should you look out for?
With the rise of social media influencers came the promotion of fast fashion brands like PrettyLittleThing, BooHoo, Missguided and more. This in my opinion is an abuse of power, influencers understand that they are role models for young women, by encouraging the continuation of fast fashion in the next generation, they are enabling the exploitation of young women in garment factories and this demand will only increase. As consumers we need to educate and innovate, rather than turning a blind eye.
Economic impact
There has been some backlash surrounding fast fashion, stating that sustainability is a privilege, and a luxury some cannot afford. This lies with the perception of how we consume fashion, of course you are likely unable to buy as many pieces from a sustainable retailer as you would be able to from a fast fashion brand, but sustainable brands are trying to encourage clothing for life, not clothing to be discarded after a handful of wears. By establishing this as our purchasing trend we will reduce the environmental impact and hopefully make the exploitation of workers redundant.
Affordable, sustainable brands
