The industry of fast fashion has been placed under the microscope for a long time. Consumers does not only want cheap clothes anymore, but have started to think about all the story behind the piece of clothing. Has it been made under fair working conditions? is the material durable? if it is, is it also environmental correct? is it organic? Consumers nowadays are questioning the products more than they did a few years ago.
The fast fashion industry has a negative effect on our environment and this has been more eye opening in the last couple of years. This has resulted in fast fashion brands like H&M, focusing not only in make a range of clothing in environmental correct materials, but also thinking about a greener transport of products, good working conditions and fair wages.
The fast fashion industry has been forced to take som measures and change and grow, to be able to deliver what costumers are wanting.
Other than this, it is no longer "shameful" to go looking in secondhand stores. Secondhand stores is the place to go to find treasures no one else is incorporating into their looks. It is the place where you can find a one of a kind dress, and feel unique.
Another trend that is emerging in sustainable fashion is the upcycling trend. It is a method of recycling old clothes and making new ones.
Overall the world has opened its eyes, for how wasteful the fast fashion world can be. The absurd reality of wearing an outfit once or a coupe of times is now looked down on. Consumers want clothes that last, and fewer consumers are having the need buying quantity instead of quality.
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