BY HELENA POWELL

In a time where new trends are rapidly being introduced, shoppers are always looking to add something to their wardrobe. 

Fast fashion and the rate of fashion consumption is growing rapidly. 

Original Fast Fashion Brand

The term ‘fast fashion' was devised by the New York Times in the 1990s to describe the way Zara could take a garment from design to stores in under 15 days. 

With the brand's higher price point, many have mistaken the fashion brand as being ‘clean’, but its greenwashing tactics suggest otherwise. 

In an article published by Fashion Journal, Clare Press, writer and founder of successful podcast Wardrobe Crisis, said “Greenwashing refers to misleading or exaggerated marketing claims around eco-initiatives”. 

Ms Press said, “In fashion, it might be about making a big fuss of a small sustainable collection when the bulk of a brand’s output doesn’t consider sustainability at all.”

According to a statement on Zara’s website, the clothing brand’s recycling program states the brand plans to send nothing to landfill by 2023. 

Fast fashion brands like to employ and stand by a recycling program, as it helps customers justify buying more. 

H&M = Harmful

H&M’s marketing of disposable fashion and constant rotations of new trends and products has a huge environmental impact. 

As of 2019, the fashion brand was sitting on $4.1 billion worth of unsold clothes, some of which are used as fuel for a power plant in Sweden. 

Like Zara, H&M has vowed to switch to sustainable fabrics by 2030. 

Regardless of H&M also employing and mirroring a recycling program, the brand still manages under an unsustainable, fast fashion business model with a majority of the materials used to 

produce their clothing not being eco-friendly. 

An Artist's Jointed Model

Creator of sustainable fashion brand ‘Millie Wyld’ Amilidh Noblet and fashion stylist Jessica McMillan highlight the importance of creating and maintaining a positive fashion footprint.

Sketches produced in-house by fashion brand 'Millie Wyld' considers where materials are sourced and how they are made. The lengthy process ensures longevity of the clothing is achieved. 

"By deeming sustainability a key value of production it serves to educate shoppers and people on why clothing should be an investment," Ms Noblet said. 

Sketching timeless expression and creativity 

Creator of sustainable fashion brand, Millie Wyld, Amilidh Noblet showcases her very own ‘Noir Mesh Straight Skirt.’ 

Due to a lack of education surrounding the fast fashion industry, Ms Noblet created a brand that is inspired by “romance and timeless elegance” and wanted to be proud of what she brought to the market. 

According to The State of Fashion 2019, one in three young women consider clothes that have been worn once or twice ‘old’ it isn’t hard to believe that fast fashion is an issue that is wasting the earth’s natural resources. 

Sustainability is prioritised at the forefront of Millie Wyld’s design process “through careful overseeing of manufacturing, producing minimal waste, and having limited quality drops without compromising on creativity and expression,” she said.

Stitching an end to waste

In November 2021, AUD$1 million was awarded to the Australian Fashion Council through the National Product Stewardship Investment Fund. 

The grant will bring together fashion designers, manufacturers, retailers, charities and the recycling sector to help tackle clothing and textile waste reaching landfill in Australia.

According to the Department of Agriculture, Water and the Environment, Australians are the second-largest consumers of textiles in the world.

Learning more about the fast fashion industry is to educate others and to be educated about what can be done to help decrease the impact individuals have on the fashion industry and the planet. 

Conscious Shopping is Smart Shopping 

Versatility and timeless elegance is showcased in Ms Noblet's brand Millie Wyld. 

“Fast fashion is certainly an issue and it has become such a norm that it is tough to have conversations with people who are addicted to fast fashion,” she said.

Fast fashion focuses on designing, manufacturing and marketing clothing in large quantities within rapid speed, it focuses on finding a trend and getting it to the market as quickly as possible. 

Conscious shopping and questioning whether or not a piece of clothing is worth purchasing, clothes swapping, or hand-me-downs can all help reduce fashion's environmental impact.

Millie Wyld

Fast Fashion brands are exploiting their privilege by choosing countries with lax labour laws in order to manufacture clothing at a fraction of the price.

'Millie Wyld' owner Amilidh Noblet said, “workers work in inhumane conditions for low pay and threats to their safety”. 

Australians dispose of 6,000 kg of fashion and textile waste every 10 minutes. 

“Fast fashion truly is everywhere and I don’t think anyone is innocent in contributing or immune to the effects,” Ms Noblet said.

Standing the test of time

Australian Style Institute fashion stylist Jessica McMillan said investing in good quality garments that stand the test of time is looking for high quality materials such as silk, cotton and linen to ensure longevity in clothing.  

“Fast fashion pieces are made of cheap synthetic fabrics that is usually worn once, which then sits in your wardrobe or ends up in the bin,” Ms McMillan said.

“It’s my role to teach my clients how to shop smarter and with the intention to purchase garments that are versatile and have the ability to be worn year-round,” she said.

Shop with Intention

Many fast fashion retailers are directly targeting teens and early 20’s with low price garments. 

“It’s important for us to start to change, to put pressure on retailers to do better,” Ms McMillan said. 

Through recycling – renting, re-selling clothes online or at a market stall and re-wearing garments a person already has in their wardrobe is an essential step to minimising one’s fashion footprint. 

When thinking of buying new clothes, shopping with intention is important.

 "If the garment can be mixed and matched with 3+ pieces in your wardrobe then it can be considered a smart and sustainable buy," she said.  

Quality over Quantity

Wearing something that is last season or borrowing clothing from a friend or sibling can help decrease the number of clothes going to landfill. 

More than 100 billion garments are produced globally each year, with 33% going to landfill within the first year of purchase. 

Shoppers should not punish themselves for what they already own, whether it be fast fashion or any type of fashion, instead think about going forward. 

"Decluttering one’s wardrobe of fast-fashion clothing for no reason will only contribute more to environmental impact," Ms Noblet said.

To reduce the impact of cheaply-made fast fashion, designers recommend shoppers stick to the mantra 'quality over quantity'.