The clothing giant is raking in the profits with its supercharged ‘test and repeat’ model but at what cost to those producing its cheap lines – and to the planet?
Fast fashion is engineered to fit in with busy lives. Low prices invite low maintenance (cheaper and quicker to chuck than to launder and iron), low risk – or so it appears (buy in haste, no need to repent if it doesn’t look right), and the convenience is unrivalled (swipe, click and answer the door).
The pressure to look on trend is capitalised on by thousands of affiliates and celebrities who have the ears and eyes of millions of followers on social media.
