Ultra-fast fashion is so last year in France. Australia is being urged to follow the trend

🌈 Abstract

The article discusses the rise of ultra-fast fashion and its environmental and social impact, particularly in Australia. It highlights France's move to target these fast fashion giants through legislation, and calls for Australia to follow suit.

🙋 Q&A

[01] The rise of ultra-fast fashion

1. What are the key characteristics of ultra-fast fashion?

• Ultra-fast fashion brands like Shein and Temu have reduced the design and manufacturing process to mere hours
• They produce large volumes of clothing, with some companies producing 7,000 to 10,000 items per day
• They offer extremely low prices, with some items costing as little as $2.50

2. How does ultra-fast fashion influence consumer behavior?

• Ultra-fast fashion creates buying impulses and a constant need for renewal, which has environmental consequences
• It targets Gen Z consumers through social media influencers, intensive advertising, and even reality TV shows

3. What are the concerns around ultra-fast fashion?

• The low prices are enabled by the use of modern slavery and exploitation, with workers often working 16-18 hour days
• The increased volumes and low prices lead to overconsumption and waste, with most of the clothing ending up in landfill

[02] The impact of ultra-fast fashion

1. What is the environmental impact of the fashion industry?

• The fashion and footwear industries produce up to 10% of global carbon emissions and are responsible for one-fifth of industrial wastewater pollution
• In Australia, about 200,000 tonnes of clothing are discarded each year, with most ending up in waste dumps or exported overseas

2. How does ultra-fast fashion contribute to the problem?

• Shein and Temu are projected to make $2 billion in sales in Australia alone this year, indicating that the overconsumption and waste crisis is likely to worsen

3. What solutions are being proposed?

• France is introducing legislation to target ultra-fast fashion, including banning advertising and imposing penalties on each item
• Advocates in Australia are calling for an immediate halt to exports of discarded clothing and a levy on each new item sold to develop a local textiles recycling industry

[03] The role of natural fibers

1. How do natural fibers fit into the solution?

• Natural fiber producers, such as the Australian wool industry, are celebrating France's decision, as it could open up fashion markets to their products
• Sustainable fashion, farming, and environment groups are advocating for a shift towards natural fibers and a slowdown in fashion consumption

2. What are the challenges for the local textile industry in Australia?

• The Australian Fashion Council says that ultra-fast fashion products, which are directly imported by consumers without paying import duties, make it very difficult for Australian businesses to compete

3. What is the role of the government in supporting the local textile industry?

• The Australian Fashion Council says that governments should be doing more to support the local cotton and wool industries, which are struggling to compete with the influx of ultra-fast fashion products.