Fast fashion

I have always been a big Zara supporter.

A single wardrobe would not be enough to contain all the clothes I’ve bought since the first shop opened in my home town at the end of the 90’s. As a teenager it helped me to buy cheap clothes and have tons of useless similar t-shirts pilling-up in my closet. In my twenties I started to look for THE perfect piece that not everyone would find and that would add a special touch to my outfits keeping me trendy and fashionable. Many fashion bloggers have talked about THE special piece that you should get immediately when you spot it otherwise you can forget about it if you take time to think it over and come back two days later to find nothing… In my late twenties, it was all about basics.

So what about my 30’s ?!… disappointment. Although I shop less generally, I am still shopping Zara basics like denim and knitwear. Unfortunately, I’ve noticed that quality has not been at its best. Fabrics and materials lost in quality, pieces are falling apart, without mentioning that after washing them once you can often forget about color and cut. In 2016-2017, I’ve only shopped knit wear, not only the fabric was deteriorating very quickly but the cut completely changed overtime.

Since when fast fashion became trash fashion?!

Zara is praised for offering a wide choice-range to consumers and an easy mass-retail solution to be fashionable at small cost. Collections are changing quickly and the brand stays trendy whatever happens. However, let’s be realistic, maintaining such a rhythm, variety of choice and speed in the supply chain has to come at a cost and consumers are now paying the bill.

In a society were values such sustainability and ethics are growing, certain fashion brands are taking the opposite route to maintain their size and create even bigger empires. I am not comfortable with this idea any longer and to be honest it goes against my vision of fashion for the years to come. I understand that people must have a cost-efficient alternative but I think it should not be at any expense.

Maybe it comes with age but the purchasing experience should also stick to certain values and I want to believe that many people are eager to pay the price to be sure that quality and sustainability are part of the equation. Solutions? Less collections, less pieces, better fabrics, smaller scales and sustainability programs. And it is not only about launching a single sustainable collection…

I am ready to believe that my favorite fashion brand is up to that challenge! Right Mr. Ortega?!

PS: feel like shopping sustainable? Have a look at this App!

Interesting article HERE


What do you think about fast fashion?!

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Photo credits Huffington post