The Bittersweet Side of Fast Fashion
There is nothing better than the feeling of owning a new outfit every week, but that excitement definitely comes with its own cost. The fast fashion industry produces clothes in massive quantities to meet ever-growing demand. Yet, at the point where its power expands, the harms begin to overlap with its benefits. This is where the bittersweet reality of fast fashion becomes clear. So, let’s dive deeper into both the bitter and sweet sides of this industry.
One of the most overlooked aspects of fast fashion is its severe environmental cost. From production to consumption, every stage of the process leaves a damaging footprint on the planet. The textile industry is the second-largest consumer of water in the world, using around 93 billion cubic meters annually—enough to meet the needs of five million people. The dyeing and treatment of fabrics account for 20% of global wastewater, often releasing toxic chemicals into rivers in countries with weak regulations. Cotton farming alone requires huge amounts of water and pesticides, which devastate local ecosystems. In terms of energy, the industry is responsible for about 10% of global carbon emissions, more than international flights and maritime shipping combined.
On the consumer side, the culture of disposability makes the problem worse, with an estimated 85% of textiles ending up in landfills each year, where synthetic fibers release microplastics that pollute oceans and enter the food chain. The reality is that the affordability of fast fashion comes at a hidden cost, where one pays through polluted water, rising emissions, and long-term environmental damage.
Media and Online Influence on The Industry
Another powerful driver of fast fashion’s growth is the influence of media and digital platforms. The fashion industry and media work hand in hand. While the industry provides a constant flow of new products, the media accelerates their visibility and demand. Social media, advertising, and influencers play a crucial role in setting trends that spread globally within hours, pushing consumers to buy not because of genuine need but because of the pressure to stay “in style.” This constant cycle shortens the lifespan of clothing, as what is fashionable today can quickly become outdated tomorrow.
The Possibility of Change
Despite these challenges, the future of fashion does not have to remain bitter. Young consumers, especially Gen Z, are showing a growing interest in sustainable choices. Many are turning to thrifting, clothing options, and upcycling as alternatives to constantly buying new clothes. Others are more willing to support brands that are transparent about their production and use eco-friendly materials.
Social media, while often fueling overconsumption, can also spread awareness and promote responsible trends when used positively. If more young people choose to value quality over quantity, and reuse rather than discard, they can shift demand and influence brands to adopt more sustainable practices. This shows that the sweet side of fast fashion lies in the possibility of change, led by conscious consumers.
Fast fashion is truly a bittersweet industry. While it offers affordability and easy access to trends, it also leaves behind deep environmental and social damage. Media and online platforms have fueled its rapid growth, but young people today have the power to slow it down and reshape it. The future of fashion depends on whether we choose short-term excitement or long-term sustainability.
References
Bick, R., Halsey, E., & Ekenga, C. C. (2018). The Global Environmental Injustice of Fast Fashion. Environmental Health, 17(1), 1–4. BMC. https://doi.org/10.1186/s12940-018-0433-7
Kontributor proyek Wikimedia. (2025, September 26). Fesyen cepat. Retrieved October 6, 2025, from Wikipedia.org website: https://id.wikipedia.org/wiki/Fesyen_cepat
Niinimäki, K. (2020, April). The environmental price of fast fashion. Retrieved from ResearchGate website: https://www.researchgate.net/publication/340635670_The_environmental_price_of_fast_fashion
Ren, X. (2023, February 7). Analysis on the Development of Fast Fashion- Based on the Influence of New Media. Retrieved from ResearchGate website: https://www.researchgate.net/publication/368369588_Analysis_on_the_Development_of_Fast_Fashion-_Based_on_the_Influence_of_New_Media
Written by: Thrya Abdulraheem Motea Al-aqab
Edited by: Meigitaria Sanita
