Fast Fashion Facade!

 

Fast Fashion Facade!

-Stuti Viral Dave

Have you ever watched a reel of an influencer showing off their many outfits? Or have you heard that, to be fashionable, you should never repeat an outfit? Many people, including myself, definitely have, and it’s no longer just "just", as people are getting accustomed to it. These things are everywhere. But did you know that these outrages are nothing but a waste of money and pollution?

Fast fashion is something that a few people advertise their clothing brands to be—trendy, stylish, and a must-have. But this word has way more. So, what is fast fashion, really? Fast fashion means the practice of buying clothes when not necessary, only to discard them in a short time, without proper or complete use. It is a major contributor to pollution, yet it is not as renowned as it should be. People hurt the Earth with the excuse of treating their children to a brand-new dress for their birthday or to look stylish at a fancy party. Unless you need it, don’t keep buying clothes!

How did this transformation happen? Before the 19th century, people would rarely buy clothes and would mend their apparel when torn. A single pair of pants could be worn for as long as an entire childhood. Making clothes was considered handiwork, and most people made their own. Then came the Industrial Revolution. New machinery was made available that could help make hundreds of clothes per day! Now, the creation of clothes became an industry, a way to make lots of money, and soon, people could afford to buy new clothes whenever their old ones got dirty. Clothes were gifted, they were judged, and their freshness showed status. That is when people started practicing fast fashion without even knowing that what they were doing was hurting our planet.

In Gen Z and Gen Alpha, terms like “clothing haul", “shopping spree", and many more have become common. They are supposed to be trendy and fashionable, but they are sheer fast fashion. What happens when your favourite influencer buys twenty-five jackets but only needs two? She throws the rest. What happens when you buy clothes in your spare time but only need a few? You throw the old ones. All of these clothes accumulate in landfills, polluting the surroundings and emitting greenhouse gases when they are burnt.

So, what can we do about this? Well, it’s time to practise sustainable fashion! Sustainable fashion does not mean wearing outfits made of leaves and twigs or squishing into your baby clothes. It just means being responsible when it comes to clothes. Ask yourself before buying anything, “Don’t I already have this that functions perfectly well? Do I really need this?” Also, don’t throw your clothes! Instead, donate them to those who need it. These simple actions can seriously improve our environment!



Another important thing you can do is support Operation Greenstitch! Operation Greenstitch is a youth-led sustainability movement that fights fast fashion. It spreads awareness about textile waste, pollution, and exploitation in the fashion industry and encourages people to choose ethical, eco-friendly, and responsible clothing habits. The movement was founded and is led by me, Stuti, a young Indian activist and author, who has written extensively on sustainability, women’s rights, and animal freedom. Through my articles, collaborations, and advocacy work, I have brought attention to the hidden impacts of fast fashion and inspired many young people to adopt more conscious and compassionate wardrobe choices. Together, we aim to create a more sustainable and ethical fashion industry by promoting transparency, fair labour practices, and environmentally friendly production methods. Our ultimate goal is to shift consumer behaviour towards supporting brands that prioritise people, animals, and the planet over profit. Join the movement and be part of something huge! It's not just about what you wear; it's also about the values and ethics behind your clothes.