By Sophie Kilbride
Opinion Editor
The thriving state of fast fashion today marks a disturbing trend in modern consumerism. Buyers can no longer hide behind claims of ignorance when it comes to the downright evil business models of massive clothing brands like Shein and Temu.
The list of controversies associated with fast fashion giants is longer than a grocery store receipt, yet their sales surge year after year.
According to the UN Framework Convention on Climate Change, “emissions from textile manufacturing alone are projected to skyrocket by 60% by 2030.” These statistics underscore the appalling repercussions of the world’s current spending habits and, if left unsolved, the consequences of purchasing fast fashion will leave behind permanent and irreversible environmental damage.
While it is easy to blame consumers for their irresponsibility or claim that today’s buyers simply do not care about the terrible reputation of the brands they purchase from, the problem is not so simple. Pointing fingers will not solve anything, especially when they are pointed at vulnerable groups of people.
According to The New York Times, Shein is among Generation Z’s favorite e-commerce websites and one of the most downloaded mobile apps. The secret to Shein’s success is easily accessible; with over one million TikTok videos posted to #sheinhaul and its numerous brand deals with social media influencers, it is obvious that Shein caters to college-aged and young adult shoppers.
While young people often purchase fast fashion under the guise of “saving money,” current societal trends encourage buyers to buy in bulk, an irresponsible habit that perpetuates a harmful cycle.
On TikTok, videos of users unboxing massive Shein orders garner millions of views. Content creators directly fuel all the problems associated with fast fashion for the sole purpose of filming and uploading videos to the internet.
According to NPR, “Shein flew a group of young and diverse tastemakers on an all-expenses-paid trip to Guangzhou, in southeast China, to tour some of its manufacturing facilities. The goal: show those influencers’ followers that, contrary to ongoing reports, the company’s operations are all aboveboard.”
This stunt backfired on Shein as those influencers swiftly became the objects of online hate, with many calling them out for promoting propaganda. It was later revealed that those invited on the trip were shown Shein’s “innovation center,” not any legitimate factories or warehouses.
Even though Shein has repeatedly faced criticism for its forced labor practices, theft of designs from small designers, and use of hazardous materials in its clothing, young people continue to purchase from them. Shein does not even need to try to conceal these aspects because buyers already know. Year after year, Shein just gets bigger.
College-aged consumers are often the trendsetters and the biggest followers of fashion trends. However, the high cost of keeping up with these trends forces many young people to choose affordable brands with stylish designs over sustainable options.
According to The Week, “Shein is a tech company, not a fashion brand. It uses highly advanced SEO [search engine optimization], which means it can quickly react to trends and churn [clothes] out quickly.”
Fast fashion is built for the microtrends of Generation Z shoppers.
According to The Washington Post, “These days, the going-out tops come from ASOS and Princess Polly and Shein.” By dropping 10,000 new items on its website every day, Shein can keep up with the whirlwind cycle of online trends. For Shein, it is as simple as making more of what is popular and completely ditching items that do not sell.
According to NPR, Shein’s head of strategic communications Peter Pernot-Day said, “This is what sets us apart from what many people call fast fashion,” a quote that epitomizes everything wrong with Shein. For a company that pumps out 6.3 million tons of carbon dioxide annually, one might think Shein would be less inclined to brag about their business strategy. Instead, Pernot-Day says his company is “a different model, a new model.”
As the target demographic for brands like Shein, college students need to recognize the full scope of how their spending affects the world. It is understandable that those unable to afford essential items turn to cheap stores, but purchasing in bulk from places like Shein is excessive and irresponsible.
Consumers do not need buy a new going-out top for every weekend simply because wearing the same one twice has become tacky. The actual cost of a $5 garment is far more than that, especially if its effect on the garment worker who made it and its impact on the environment is considered.
Having a few regularly worn fast fashion items does not make someone a monster. However, it is time to call out the carelessness of those promoting sacrificing sustainability to participate in the newest fashion trend.
Photo courtesy of Wikimedia Commons.
Photo Caption: TikTok videos and social media marketing by fast fashion brands are dominating Generation Z fashion trends.