Dreams: Sustainability, Reality: Fast Fashion
Question:
Surveys over the years have shown that Generation Z is particularly interested in sustainable brands and sensitive to world events. When brands proudly showcased the sustainable strategies and products they had prepared for this generation, something unexpected happened: fast fashion brands with ethical scandals continued to grow rapidly. So, what happened to the generation that promised to change the world? Have we been wrong, especially about fashion?
With the digital and social landscape emphasizing more emphatically that fashion is identity, Generation Z has turned to affordable fast fashion to express themselves in a stagnating economy, yet #sustainability remains as a hashtag in most posts.
Is fast fashion an addiction? Millennials and Gen Z seem to have made a choice based on the reasons above, but their inability to give up fast fashion brands even as they earn more money suggests that these products have turned into an addiction, rather than a matter of design. Scientific research is underway to understand this phenomenon.
…
The sustainable collections of fast fashion brands, the secondhand fashion market, and the confusion of Gen Z make the future of the fashion industry uncertain. Perhaps we need to block some brain functions to stop shopping from fast fashion brands. Who knows, “antifashion pills” may become a new wellness solution in the future!