Fake environmental protection

On May 26, more than 30 European cities mayors and representatives of “Changenow”, which is a slow fashion manifesto, have made a declaration together for aiming to reduce the impact of fast fashion on the environment and human beings.

Some Fast fashion brands try to lead customer think they are also caring about environmental protection, indeed, they are not.

For example, British fast fashion brand “TOP” releases 400 new styles on its website every week.

In addition, although Zara said that it will fully adopt sustainable fabrics by 2025, it produces 450 million pieces of clothing every year and creates a large amount of discarded clothing waste. It is very hard to believe there will be any difference after the transformation.

Moreover, although H&M launched the environmentally friendly series “Conscious Exclusive”, it was unable to provide detailed environmental impact information, so it was suspected of misleading publicity and was investigated by the Dutch market regulator.

In the end, fast-fashion brands are constantly tempting consumers with popular styles and attractive discounts, which make consumers have almost no time to consider whether this consumption rate is having a negative impact on the planet.