Professional Documents
Culture Documents
CaraNina Parker
ENGL 1302-227
04 April 2022
Introduction
For years, fashion has been seen as an art form and many people hope to one day own at
least one thing from a designer brand. They are seen as luxurious, the epitome of taste and are a
sign to many that they have finally made it. Luxury brands are luxury because they use
exceptional quality fabrics, are unique, often handmade, are status symbols, and timeless. Many
people also watch television and will see something they like and try to replicate the look. A big
trend on Instagram for a while was a “get the look” post where they showed a character’s outfit
from a show and then showed you different items of clothing that can be used to recreate the
outfit. With today’s technologies, trends move much faster because of fast fashion companies.
These companies are ones that put out garments that have short product life cycles and can
replicate trends very quickly. They are able to do this since they do not have brick and mortar
stores and can devote almost all of their resources to researching clothing and their online space
which includes advertising and their website. Usually, fast fashion wins people over due to their
low prices. Their products are cheaply made because they do not need to last. With trends
running as fast as they do, clothes are going through a viscous cycle of being worn a couple
times before they break, or the trend ends, and people move on. Thrift stores have seen an influx
of clothes being donated that are from the same handful of companies over and over again since
they are on the forefront of fast fashion. Fast fashion allowing trends to cycle through as fast as
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they are is creating a pollution problem where money is honored above integrity and the welfare
Laws
Up until very recently, most laws surrounding fashion were a subset of intellectual
property laws. By referring to fashion laws as just intellectual laws, Mark Brewer says, is
comparable to “calling a Manolo [Blahnik] just another shoe.” (741). It fails to take into
consideration the art forms used and working conditions that are often overlooked. Nowadays,
fashion laws seem to cover every topic needed. However, there are always loopholes. Designers
who design for fashion shows often see their work poorly imitated by fast fashion companies
who are able to mass-produce similar or even direct copies of the work. They are generally able
to do this since intellectual property laws require the work to have a logo or an identifiable
signature that is trademarked or well known. A good example of this are the red soles on
Louboutin shoes. Brewer goes on to say that “fast fashion companies have focused their
infrastructure on rapid communications networks and efficient supply chains rather than actually
shaping new styles” (761). This means that it is impossible for it to be coincidence that they copy others
work when they put all their work into other parts of their business and can steadily keep up with rapid trends.
Environment
Fast fashion has resulted in a rise in waste and an increase in consumption. Because each
stage of the garment life cycle risks the environment and workers, fast fashion leaves a pollution
footprint. Traditional manufacturing techniques devastate the environment and society; thus,
sustainable, or ethical fashion is a response. Fast fashion, which includes inexpensive and
quickly accessible of-the-moment clothing, has changed the way people buy and discard
clothing. While fast fashion helps consumers buy more clothes for less money, those who work
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in or live near textile manufacturing plants are exposed to disproportionately high health hazards.
Millions of tons of waste have been generated because of increased consumer habits. (Bick
et.al). Lately, brands have been more scrutinized in terms of their sustainability and ethicality.
Low-cost manufacturing, frequent consumption, and short-term garment use are hallmarks of
fast fashion. Approximately ninety-two million tons of waste are produced each year, and
seventy-nine trillion liters of water are consumed according to Kirsi Niinimaki (Niinimaki et.
al).
The Culprits
The book Sustainable Fashion Responsible Consumption, Design, Fabrics, and Materials
is a particularly reliable source on how brands can be ethical and sustainable. It provides a
comprehensive review of current projects by renowned designers and firms and how they are
materials. Fabric types, alternative production processes, and garment maintenance suggestions
Conclusion
and the adoption of sustainable supply chain strategies, are needed. Without them, there will be
no changes made to the already less than acceptable policies that are adding significant levels of
pollution to landfills all the sake of fast and easy trends. Luckily, changes are already being
made and it is fairly simple to be more ethical and sustainable in fashion practices.
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Works Cited
Bick, Rachel, et al. “The Global Environmental Injustice of Fast Fashion.” Environmental Health, vol.
Brewer, Mark K. “Fashion Law: More than Wigs, Gowns, and Intellectual Property.” San Diego Law
https://doi.org/10.3390/su9010030.
Kozlowski, Anika, et al. “Environmental Impacts in the Fashion Industry: A Life-Cycle and Stakeholder
Framework.” The Journal of Corporate Citizenship, vol. 45, no. Spring, 2012, pp. 17–36.
Li, Guo, et al. “Stakeholders, Green Manufacturing, and Practice Performance: Empirical Evidence from
Chinese Fashion Businesses.” Annals of Operations Research, vol. 290, no. 1-2, 2019, pp. 961–
982., https://doi.org/10.1007/s10479-019-03157-7.
Niinimäki, Kirsi, et al. “The Environmental Price of Fast Fashion.” Nature Reviews Earth &
0039-9.
Pelikánová, Radka MacGregor, et al. “CSR Statements in International and Czech Luxury Fashion
Industry at the Onset and during the COVID-19 Pandemic—Slowing down the Fast Fashion