Explained: Fast fashion vs slow style

All the terminology around fashion can be overwhelming and in a recent survey on Instagram Stories 55% of contributors admitted that they were confused by terms such as slow , sustainable , conscious and ethical when it comes to style.

So I’m here to help you with an explanation of Fast Fashion vs Slow Style !

First let me remind you that whilst Fast Fashion evolved rapidly from the 1990s onwards with the launch of brands such as Zara, H&M and Topshop, shopping habits had been slowly changing for a long time before that. The First Industrial Revolution in the 18th century saw a transition to manufacturing processes and the introduction of machinery such as the sewing machine, which made creating clothes both easier and quicker. Following the first world war, there was also growth in the development of synthetic fibres that were cheap and quick to make. You can understand how this was embraced after years of war and economic depression. All these developments paved the way for a new Fast Fashion revolution in the early 1990s where fashion houses started to create low cost clothing, on mass, in styles straight from the catwalk.

Imagine the excitement when all of a sudden everyone could own an item previously only worn by models and celebrities for a fraction of the price . It was now affordable to be at the forefront of trends! What joy!

Initially the scale and pace would not have been as they are now, this is something that has developed over time. Over the years, brands have continually tried to reduce costs, and provide more styles and options to meet appetite and demand…. which has resulted in the scary situation we currently find ourselves in.

In all the excitement, we didn’t stop to considered how the clothes were being made at such a low cost or the impact on the environment. Slowly but surely, wardrobes were filling up will affordable clothing. A sense of ‘it’s only £15, I may as well get it’. This shift in the way we shop as a result of fast fashion has had a negative affect on many people’s style identity, confidence and mental wellbeing… and it is something I will talk about in more detail in a separate post. Today, fast fashion has become the norm, and the full social and environmental impact is only just beginning to come to the forefront of consumer’s minds.

“Fast fashion isn’t free. Someone somewhere is paying.”

— Lucy Siegle

Rana Plaza Collapse 2013

One moment that shocked the world and brought the fast fashion industry quickly into focus happened in 2013. The Rana Plaza clothing factory collapsed in Bangladesh killing over 1000 of its workers and it transpired these individuals were producing clothes for well known, high street stores. This truly horrific incident made the world start to question …… who made my clothes? How is it possible to create a t-shirt for £5? How were these employees allowed to work in an unsafe environment?

(* please note image to the left is a generic image & not Rana Plaza)

Whilst Fast Fashion has become the norm, I am so pleased that more people are asking brands questions, exploring slow style and changing their style mindset.

So, how would I define the difference between Fast Fashion and Slow Style? Read on……

“Every time you spend money, you’re casting a vote for the kind of world you want.”

— Anna Lappe

Fast Fashion

• Quantity over quality

  • Have you noticed that some items changed shape or lose colour after a few washes ? By making items at an extremely low cost, fast fashion has encouraged us to sacrifice quality for quantity. The mindset is that if an item does not last long, it doesn’t matter as you can simple buy something to replace it without much thought.

• Frequent trends

  • Fast fashion trends, with the helping hand of social media, are now so fast that an item purchased one month may be deemed ‘not current’ just a few months later. What happens to a synthetic high fashion neon yellow puff sleeve top that is all the rage for a a few short months?? More likely than not it will end up sitting in landfill once the moment has passed.

• Low cost

  • Items from fast fashion brands are cheap to buy, but let’s not forget this means they must also cheap to make. To make clothes at an extremely low cost, something along the way is being compromised - this could be the quality or the fair treatment of the workers making the garment (or both!).

• Style confusion & Wardrobe chaos

  • Unfortunately over the years it has become less common for people to part with clothes, leaving wardrobes bursting at the seams with barely worn, low cost clothes. Having so many items, in so many varying styles / trends has resulted in many people losing their own style confidence and becoming confused about the clothes that actually puts a spring in their step..

“The first step to slow fashion is asking WHY before you buy.”

— Francine Joy

Slow Style

• Quality over quantity

  • Slow Style is buying fewer items, but buyer better quality so that items stand the test of time (and a wash cycle). By buying quality items, you can also consider re-selling a garment when you no longer require it or crave a bit of a wardrobe shake up. Whilst the resell value of poorly made fast fashion pieces is low, quality items can hold their value better. With the rising popularity of preloved fashion, supporting circular fashion is a great way to keep your wardrobe current without the environmental impact of buying brand new clothing.

• Spend more on less

  • I am frequently asked if embracing slow style is expensive. If you spend more money on fewer items that you love, you don’t need to drastically change your clothing budget when you move away from fast fashion brands. Instead of three mediocre dresses all costing £30, why not explore a new brand and buy one quality dress you absolutely love for £90?

• Making informed choices

  • By arming ourselves with knowledge we can simply make better choices when buying new garments. Slow style is about considering the fabric or process involved in creating a garment before we buy it. It is questioning how a garment was made at such a low price or asking a brand for information on their supply chain. By asking questions and making informed choices we are encouraging change.

• Style confidence

  • Slow style is creating a wardrobe free of high-fashion trends that will be here today and gone tomorrow and instead focusing on styles that have longevity. Owning less in your wardrobe and enjoying every item you purchase also allows you to be more creative with your style, experimenting with accessories or new ways of wearing items to get more wear out of your clothes.

• The future

  • Slow style is about challenging everything that has become the norm with the way we shop over the last 20+ years and shifting style mindset to create a calmer wardrobe and healthier planet.

I hope you found this summary helpful and, as always, do feel free to message me with any questions.

Maria x