From fast to ultra-fast: a cultural regression

Is ultra-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 consuming 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

But unfortunately, the industry moved 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. Of course, 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

At the same time, the resale of these extremely poor-quality items grows. 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 laundry simply hides a push to overconsume. The industry makes higher productions of very cheap garments. And as a consequence, young and not-so-young purchase more and more pieces.

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?

Ultra fast: the wrong answer

The problems we are witnessing will not be solved by making more things and consuming more!
But it seems very few people really care. Do you care?