Sostenibilità e Fast Fashion: uno sguardo al mondo di oggi

With the rise of fast fashion in the last few years, the fashion industry has undergone significant transformations. This model, characterized by large-scale production of cheap garments and fast product cycles, has generated serious environmental, social, and economic impacts. This frenetic consumption has contributed to deforestation, the depletion of natural resources, the massive production of waste, and water and air pollution, jeopardizing global ecosystems and contributing to climate change. Not only does it have devastating environmental impacts, but also social ones. The global supply chains often exploit a low-cost labor force, with precarious working conditions and low salaries, violating workers’ rights. Moreover, this frantic consumption pattern has fueled consumer alienation and fostered personal debt accumulation. On the other hand, the concept of slow fashion proposes a sustainable option. It’s based on principles such as the use of eco-friendly materials, ethical production, and conscious consumption. In addition, it aims at reducing the environmental impact, better working conditions, and supporting local economies. Brands that adopt this type of procedure already exist, e.g., Levi’s, showing that it’s possible to combine sustainability and style. In this dissertation, two opposite examples are going to be analyzed and their differences will be outlined. The two case studies are Levi’s, whose sustainability has been proven through their initiatives to promote consciousness among consumers, and SHEIN, a fast fashion brand well-known for its negative impacts, such as the use of non-biodegradable material and the exploitation of the working power. In conclusion, this analysis will highlight the importance of adopting a sustainable approach in the fashion industry by providing brief recommendations to effect positive change, raising consumer awareness, and supporting brands and designers who embrace responsible and sustainable fashion.