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How a programme about Minimalism highlighted the "Fast Fashion" industry

Last night my husband and I watched a programme on minimalism, centring around two men who took all the 'stuff' they owned and dramatically reduced their belongings. Living a very minimalist lifestyle, while there were certain aspects of this lifestyle I'd embrace, with three small children, it would be a struggle in some areas.

One of aspects of the programme I found extremely interesting was the emphasis placed on marketing companies who have successfully sold us 'stuff'.

How a programme about Minimalism highlights the "Fast Fashion" industry, Claire M Roper

Related Article: How Pizza Express use Personalised Video and Social Media

Marketing have done their job, we see it, we want it, we buy it.

Being a marketing professional myself, I was curious about this phenomenon, especially what they referred to as fast fashion. In the 1950's and 1960's at most there was four seasons, now the fashion industry has produced the "micro-season" and are producing garments at an extraordinary rate.

"More styles mean more purchases — and that leads to more waste created" - Journalist Elizabeth Cline, Overdressed: The Shockingly High Cost of Cheap Fashion

This makes me consider the industry these fashion labels have created in a modern world and how through effective and aggressive advertising, the fashion industry has created a juggernaut of surplus clothing.

Four shocking Statistics of modern day fashion industry:

  • 15.1 million tons of textile waste was generated in 2013, of which 12.8 million tons were discarded, Environmental Protection Agency - CLICK TO TWEET