What is Fast Fashion in 2025?

• Definitions

• Does it matter? 

  • Yes

  • No

Fast Fashion Definitions

Origin

• It is 40 years since the expression was first recorded, with the earliest known use of the noun "fast fashion" being in the 1970s.

• The Oxford English Dictionary (OED) cites the earliest evidence for fast fashion as 1975, from the Times (London). (Reference: 1975 Times 21 October 11/3). "How would he purvey cheap, fast fashion to the dollies who frequented Top Shops... and deal with the new demands of the big woman?"

Definitions

Overall, there is ambiguity in the definitions from the random selection of sources below. Some say that fast fashion is the type of clothing produced by this system – cheap, trendy clothing that quickly imitates high-fashion trends. Others say that it is a business model - they emphasize the system itself: the rapid production and distribution of these trendy, low-cost garments. This highlights the focus on speed, efficiency, and responsiveness to consumer demand. 

Essentially, it's a bit of both. The business model drives the production of the fast fashion product.

I note that none of them explicitly mention the social and environmental impact of fast fashion.

• Encyclopedia Britannica: A term describing the rapid production of inexpensive, low-quality clothing that often mimics popular styles of fashion labels, big-name brands, and independent designers. (Aug 8, 2024)

• Merriam-Webster: An approach to the design, creation, and marketing of clothing fashions that emphasizes making fashion trends quickly and cheaply available to consumers.

• Good on You: Cheap, trendy clothing that samples ideas from the catwalk or celebrity culture and turns them into garments at breakneck speed to meet consumer demand.

• Harvard Business Review, "The Fast Fashion Fad": A business model that emphasizes making fashion trends quickly and cheaply available to consumers.

• Dictionary.com: Low-priced clothing that is brought to market quickly and copies fashion trends created by luxury brands or small, independent designers.

• Cambridge Dictionary: Clothes that are made and sold cheaply, so that people can buy new clothes often.

• Investopedia: Low-priced but stylish clothing that moves quickly from design to retail stores to meet and capitalize on trends.

• McKinsey & Company, "Fast Fashion: Response to the New Consumer": A business strategy that aims to reduce the processes involved in the buying cycle and lead times for getting new fashion into stores, to satisfy consumer demand at its highest.

• Oxford English Dictionary: Inexpensive clothing produced rapidly by mass-market retailers in response to the latest trends; frequently as a modifier.

• Vogue.com: I was unable to find their definition on their website. “While the meaning of "fast fashion" is fairly straightforward, understanding why it has become so ubiquitous requires a deeper look at the clothing industry as a whole.”

• Wikipedia: (Note: Wiki editors note that the article is not impartial) The business model of replicating recent catwalk trends and high-fashion designs, mass-producing them at a low cost, and bringing them to retail quickly while demand is at its highest.

• Wiktionary.com: An approach to clothing retail by which designs are quickly adopted from the catwalk so as to capture current fashion trends.

• The Good Trade: Fast fashion is a design, manufacturing, and marketing method focused on rapidly producing high volumes of clothing.

• United Nations: The fast fashion business model of quick turnover, high volume, cheap prices.

• YourDictionary.com: A term used to describe clothing collections that are changed frequently to keep up with the latest fashion trends.

• The Commonwealth Human Ecology Council: Fast fashion is the mass production of clothes that represent the latest trends at high speeds and low costs to maximize profits.

• Good Housekeeping: Fast fashion refers to the relatively new phenomenon of rapidly producing high volumes of cheap, trendy clothing that match runway and celebrity styles.

• University of Pennsylvania's Environmental Innovations Initiative: The business model that fast fashion is built on is to constantly flood stores or websites with new merchandise. This merchandise is created very quickly and will come in multiple colors, which encourages the buyer to buy various iterations of the same item.

• The Fashion Law: Fast fashion is a term used to describe a highly profitable and exploitative business model based on replicating catwalk trends and high-fashion designs, and mass-producing them at low cost.

• Earth.org: Fast fashion refers to clothing designs that are quickly brought to market at an affordable price point to meet the latest fashion trends.

• SustainYourStyle: Fast fashion can be defined as cheap, trendy clothing that samples ideas from the catwalk or celebrity culture and turns them into garments in high street stores at breakneck speed.

• The World Bank: The World Bank doesn't have a single, officially published definition of "fast fashion" on its website.

• Greenpeace: Fast fashion is a business model that encourages the rapid production of cheap clothing to meet the latest trends.

• The Guardian: Fast fashion is the term used to describe clothing designs that move quickly from the catwalk to stores to take advantage of trends.

• BBC News: Fast fashion is the term used to describe the quick turnover of fashion trends and the move towards

• EcoWatch: "Fast fashion is a term used to describe the fashion industry's business model of replicating recent catwalk trends and high-fashion designs, mass-producing them at low cost, and bringing them to retail stores quickly while demand is highest."

Does it matter that there is no widely accepted definition?

Yes

The lack of an accepted definition for "fast fashion" has significant implications across various domains, including business, sustainability, regulation, and consumer awareness. Here's why it matters:

1. Implications for Accountability

• Difficult to Regulate: Without a clear, universally accepted definition, policymakers and regulatory bodies struggle to create targeted laws or enforce existing ones to curb fast fashion’s environmental and social harms.

• Corporate Evasion: Companies can avoid responsibility by claiming they don't fall under the category of "fast fashion," as there are no firm criteria to classify them.

2. Consumer Confusion

• Greenwashing Opportunities: Brands can market themselves as sustainable or eco-friendly while still employing fast fashion practices, taking advantage of the term's ambiguity.

• Inconsistent Messaging: Consumers receive mixed signals about what constitutes fast fashion, making it harder to make informed, ethical purchasing decisions.

3. Barriers to Industry-Wide Change

• No Clear Standards: A lack of definition prevents the establishment of industry benchmarks for sustainability, ethical labor practices, and responsible production.

• Limited Collaboration: It is harder for brands, policymakers, and advocacy groups to work together toward common goals if they do not agree on what "fast fashion" entails.

4. Academic and Research Challenges

• Inconsistent Studies: Research into the impacts of fast fashion can be inconsistent due to varying definitions, making comparisons and meta-analyses difficult.

• Broad Terminology: Some definitions focus on speed and volume, while others emphasize environmental or ethical issues, leading to fragmented insights.

5. Ethical and Sustainability Concerns

• Undermines Sustainability Efforts: Without a clear definition, some brands can claim to improve their practices without addressing the systemic issues associated with fast fashion, such as overproduction or poor labor conditions.

• Focus Shift: Ambiguity allows attention to shift away from systemic problems (e.g., supply chain ethics) to more superficial aspects (e.g., recycled materials).

6. Difficulty in Setting Metrics and Goals

• No Universal Metrics: To assess progress in reducing the negative impacts of fast fashion, there needs to be a consistent way to measure what "fast fashion" entails and its effects.

• Complex Supply Chains: The absence of a definition makes it harder to trace and assess the systemic practices tied to fast fashion, such as production speed and waste generation.

Does It Have Upsides?

• Flexibility for Innovation: The lack of a rigid definition may allow companies to innovate and adapt, potentially creating new business models that are less harmful without being constrained by labels.

• Broader Activism: Activists can use the term loosely to address a wide range of issues in the fashion industry, from labor rights to environmental degradation.

In summary, while the absence of an accepted definition provides flexibility, it creates significant barriers to accountability, meaningful reform, and informed consumer behavior. Developing a clearer and widely accepted definition could drive progress in addressing the ethical and environmental challenges associated with fast fashion.

Does it matter that there is no widely accepted definition?

No

The argument that it does not matter if there is no fixed definition of "fast fashion" centers on the idea that the key issues—such as environmental degradation, unethical labor practices, and overproduction—persist regardless of the term's exact meaning. 

1. The Problems are Universally Recognized

• Broad Consensus on Impacts: Regardless of how "fast fashion" is defined, there is wide agreement on its negative consequences, such as:

  • Environmental harm (e.g., waste, pollution, carbon emissions).

  • Exploitation of workers in developing countries.

  • Overproduction and overconsumption.

• Focus on Solutions: Since the harms are evident, the debate over terminology does not stop stakeholders—governments, companies, and consumers—from addressing these issues.

2. Action Can Be Guided by Shared Values

• Sustainability Goals: Efforts to reduce environmental and social harm do not rely on rigid definitions. Stakeholders can work toward shared goals such as reducing waste, improving supply chain transparency, and enforcing labor rights.

• Consumer Consciousness: Consumers can make ethical decisions based on clear concerns (e.g., avoiding overconsumption or prioritizing second-hand shopping) without needing a precise definition of fast fashion.

3. Flexibility Encourages Adaptation

• Evolving Concepts: A fixed definition might limit the term’s applicability as the industry evolves. For example:

  • Emerging practices like "ultra-fast fashion" or "on-demand fashion" could push the boundaries of what is considered fast fashion.

  • Flexible terminology allows room for adaptation to new trends or issues.

• Innovation Focus: Without rigid boundaries, brands are free to explore solutions like circular fashion, rental models, or sustainable fabrics without being boxed into or excluded from the "fast fashion" label.

4. Implications for Responsibility and Action

• Systemic Problems Exist Beyond Definitions: Even if brands dispute the label, they cannot ignore the broader problems of overproduction, supply chain exploitation, and environmental degradation.

  • Example: A company might reject being called "fast fashion" but still face scrutiny for unethical labor practices or unsustainable production methods.

• Action-Oriented Solutions: Policy frameworks and industry standards can address specific behaviors (e.g., reducing waste, mandating fair wages) without needing to define "fast fashion."

5. Activism and Advocacy Thrive on Broad Terms

• Unified Messaging: A broad or undefined term allows activists and advocates to rally against a wide spectrum of harmful practices without being limited by semantics.

  • Example: Campaigns like #WhoMadeMyClothes focus on transparency and ethical production, transcending debates over fast fashion definitions.

• Focus on Impact, Not Terminology: Activists can drive change by emphasizing measurable outcomes, such as carbon footprint reduction or improved worker conditions, rather than debating definitions.

6. Practicality in Regulation

• Behavior-Based Policies: Regulatory frameworks can target harmful practices (e.g., setting limits on production waste or mandating worker protections) rather than labeling specific companies or business models as "fast fashion."

• Example: France’s anti-waste law tackles overproduction and unsold stock without defining fast fashion, focusing on the behaviors that cause environmental harm.

7. Market Pressure and Consumer Trends

• Demand for Change: Increasing consumer demand for sustainability forces companies to adopt better practices, irrespective of whether they are labeled as fast fashion.

• Transparency Initiatives: Companies are pressured to disclose their supply chain practices and environmental impact, which can be evaluated independently of the fast fashion debate.

8. A Focus on Outcomes

• Measurable Impact Over Definitions: Success in tackling the problems associated with fast fashion can be measured in tangible ways:

  • Reduction in waste and emissions.

  • Adoption of ethical labor practices.

  • Increased use of sustainable materials.

• Example: The Ellen MacArthur Foundation’s push for a circular economy focuses on measurable outcomes rather than debating industry terms.

In conclusion, while the absence of a fixed definition might complicate academic debates or create some ambiguity in labeling, it does not prevent meaningful action. The critical issues tied to fast fashion are widely recognized, and solutions can be pursued regardless of terminology. The focus should remain on addressing the behaviors and systems driving harm, rather than on the semantics of what constitutes "fast fashion."