From Fast To Ultra-Fast: A Cultural Regression

Is ultra-fast fashion what people learned from the pandemic?


From fast to ultra-fast fashion, we are witnessing a cultural regression in the fashion industry. And so, in our society. Something that makes you question the human ability to learn, especially in the face of such serious events we have lived in lately.

Forget the long-awaited thoughtful consumption habits! Started after the pandemic, this trend represents a sharp and clear setback.

To reduce its impact on the planet, the fashion industry was supposed to evolve, experimenting with new sustainable paths. The pandemic, which worked as a catalyst, highlighted this urgent matter. Therefore, a more balanced structure and timing, shorter production chains, and healthier consumption habits seemed a conscious evolution to pursue. A need to change for the better.

The ultra fast growth


Unfortunately, the industry shifted from fast fashion to ultra-fast fashion! And you know what? Consumers really loved it!
Astonishing–that is the biggest change trending everywhere.

Now with 5€, you can buy a dress. Certainly, this new production trend is more polluting than fast fashion. But does anyone care? Even if it is more polluting, ultra-fast fashion has become very very popular.

Ultra-fast fashion and resale


Apparently, at the same time, the resale of extremely poor-quality items is growing. But what is the point of reselling ultra-fast fashion garments? Reselling garments made with a zero concept of durability is just smoke and mirrors.

Indeed reselling garbage clothing that, if you are lucky, will survive the first wash simply hides a push towards overconsumption. The industry produces more and more cheap garments, and as a consequence, both young and not-so-young consumers continue to buy more and more pieces. And they can even resell those items, but the overconsumption trick behind it is clear.

All of this has nothing to do with sustainability. So, when they say Gen Z prioritises sustainability, what are they talking about? And what do they mean by sustainability?

The wrong answer


After the pandemic, the fashion industry shifted from fast to ultra-fast fashion, generating mountains of garbage clothing with a tragic impact on both people and the planet. However, the problems we are witnessing won’t be solved by producing more and consuming more! Yet, it seems that very few people truly care. Do you care?