Real Talk - 'Fast Fashion'

Fast fashion. I may have touched upon this topic once or twice in previous posts, but in this post, I'm going to talk about it in a lot more depth. First things first, what is fast fashion? Fast fashion, according to Wikipedia, is 'a contemporary term used by fashion retailers to express that designs move from catwalk quickly to capture current fashion trends'. To you and I, that would mean that fast fashion is all the trends that are in, and then out again before you know it. It starts with the big fashion houses that show their collections twice a year at the Fashion Weeks (New York, London, Milan, and Paris). Because they are always one season ahead, for example, the Spring/Summer collection is showcased on the catwalks in Autumn/Winter, and vice versa, the high street designers are able to take inspiration from these designer pieces and use some of the ideas in their collections, which result in 'trends'. These ever-changing trends are, most of the time, short-lived.

There are many examples of these fast fashion trends all around us. Take Adidas Superstar trainers, for example. They have always been there in the background as a staple trainer that you couldn't really go wrong with, but there was a time not so long ago when everyone went absolutely crazy for them. Every girl (and a lot of guys) you knew had them. Then the craze died down, and everyone turned their attention to something else. They are still a staple trainer, but at least you can wear them now without seeing approximately twenty other girls wearing them too. I was nearly dragged into the typical fast fashion madness by these trainers. When I say that, I mean that I almost bought them on numerous occasions, but not because I really loved them. Simply because everyone else had them and they were what was on-trend at the time. Thankfully, I came across a different pair of Adidas trainers with a far more feminine silhouette than that of the Adidas Superstar (and for €40 cheaper too!). There are so many other examples that I could use, but I'm sure that you've got the picture.

The alternative to fast fashion trends are called classic or timeless pieces. The name is rather self-explanatory, but it basically means that they never go out of style. They are pieces that you will be able to wear for years on end, and never get tired of them or look dated. For classic pieces, I would be inclined to spend a little more on an investment piece because they wash and wear far better, meaning that you'll have them for years. Examples of classic pieces are trench coats, leather jackets, and blazers, just to name a few. For investment pieces, I always wait for the sales. In saying that, I never rush into buying something just because it's at a great reduction. I have set a few rules for myself when buying to make sure that I spend my money wisely on true investment pieces that really will stand the test of time.

Now, if after determining whether the piece in question is a trendy or classic piece, you have come to the conclusion that it is, in fact, a fast fashion trend, you have to ask yourself a few questions. First off, do you really love it, or are you only buying it because it's the newest trend? If you like the fact that it is on trend more than the actual piece, then it's probably best to walk away and spend your money on something that you actually love. There isn't any point spending your hard-earned money on something that you won't feel confident in. If you actually love the piece, it's now time to ask yourself if it's something that you'll wear even when it is not the 'it' trend? Take the Adidas Superstar example that I mentioned earlier. Those trainers will always be a fairly staple shoe, so you'll get away with wearing them even after the trend has died down. If it's something absolutely bazaar, for example, if harem pants ever become a trend (If they do, don't. Just don't. Set them down and walk away. Please.) ask yourself if you'll still wear them, even if no one else even owns them. If your answer to that question is yes, then by all means, buy them (Unless they are harem pants. Then don't.), but if your answer is no, ask yourself these two questions. First of all, how long can you guarantee that that specific trend will be in style for? Secondly, can you justify spending whatever price it is on a piece that you will most probably not get an awful lot of wear out of?

As I'm sure you can tell, I am not big on the thought of spending money on something that I won't be able to wear time after time. Simply put, I could almost promise you that I hate fast fashion. It seems entirely senseless to me. I just can't wrap my head around the concept of buying something that I won't wear for more than one season. Like, what's the point? I know trends often make comebacks many years later, but I'd rather not be filling my wardrobe up with heaps of pieces that I have to wait to wear again. Usually, trends repeat maybe every 20 to 30 years. That huge time frame is one of the reasons I see fast fashion as wasteful and impractical.

I hope that this post has made the term 'fast fashion' and everything surrounding it a little clearer. Please remember that these are simply my thoughts, and that everyone has their own personal style and opinions. Maybe you don't mind wearing fast fashion pieces that aren't currently on trend, and that's perfectly okay. I know that this is probably a rather controversial topic, so I would love to hear some of your opinions!

Rachel x

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