WHat is Fast Fashionization Anyways?
Most of the fashion industry, if not all, operates on the fast fashion system, and it is just a new means of production and consumption.
Fast fashionization is a phenomenon directly related to the creation of the Fast Fashion Business Model and fast fashion brands. Fast fashion is a relatively new term coined to describe fashion's quick production, marketing, and consumption (Brooks et al., 2018). The fast fashionization of brands is not limited to a select few but to the entirety of the modern fashion industry.
We conducted a study to compare the production, output, and consumption between fashion brands and ‘fast fashion’ brands to examine the fast fashionization of the entire industry and the elitist behavior and intentional design around sustainable advertising and branding. This is the final product of that study.
Why this format?
We want to be accessible to you anywhere and anytime. Read through, share with friends, and rethink how you talk about sustainability.
We know it’s an industry problem, but consumers aren’t given the whole story.
Take what we found, and make your own decisions on where and how you shop.
While the website serves as a more creative data visualization, How Not to Look Fast Fashion is a satirical design piece.
Using the data, we created illustrations and short pieces of text to identify how brands avoid appearing as “fast fashion” while emphasizing that it’s intentional on their part.