Fast fashion versus circular economy: an exciting match?

Abstract

Fast Fashion is an extremely successful business model that brings apparel and home textiles to the market in ever shorter lead times at ever lower prices. On the one hand, this can be seen as extremely consumer-friendly, as customers can afford top-styled clothing that is always in line with the latest trends, even on a small budget. The opportunity to dress fashionably therefore does not remain a privilege of high earners. On the other hand, the production of fast fashion takes place without compliance with social and environmental standards. It's all about producing as cheaply and quickly as possible. In the EU, the linear economic model is currently being transformed into a circular one. This development does not stop at the textile sector. The textile industry is obliged to bring more durable products onto the market, to comply with social and environmental standards, and to recycle a high proportion of the textiles at the end of their life cycle. In this communication it is shown that fast fashion leads to an uncontrolled growth of textile production and that recycling alone cannot be the solution. The only way is to tackle the problem at its roots and not to regard waste prevention as just an empty phrase. It is obvious that fast fashion and the circular economy are not compatible and that there can only be one winner.