Fast fashion refers to the industry of mass-producing cheap clothing to meet fast changing trends and rapid consumption, and teenagers are some of the most important target consumers for these retailers. In assembly Olivia, Bella and a team of Sustainability reps explained to the school how this creates a large number of environmental problems which we can see on both small and large scales.

They started with the frankly astounding fact that 10% of current total global greenhouse gas emissions are produced by the fashion industry. These come from every stage of the manufacturing of clothes, starting with the production of materials such as cotton which requires huge amounts of fertiliser to grow. This then pollutes local ecosystems. Cotton also requires large amounts of water. We learned that it takes 3781 litres of water to make a pair of jeans, which is the same amount of water you’d drink in three years! More water is used in textile dying, which produces 20% of global wastewater. Further emissions are produced by exporting these clothes around the world to be sold. Worryingly, fast fashion emissions are projected to increase by 50% by 2030 if current growth rates continue.

Fast fashion clothes are often worn for a really short amount of time, partly because of constantly changing trends and also because the clothes aren’t designed to last. Therefore, fast fashion often goes to landfill. 87% of clothes produced end up in landfill sites or are incinerated. Although there are some government strategies to tackle this problem, such as the Extended Producer Responsibility scheme which makes companies contribute to the cost of recycling which will make sure that textiles are recycled more effectively and avoid going to landfill, largely it is down to fast fashion companies to make sustainable changes.

One way companies can do this is by using local producers instead of overseas manufacturers, which will therefore reduce the air miles clothes travel to be sold. Additionally, companies can invest in using natural dyes, renewable energy and by supporting ethical labour practices just to name a few. The girls made the point that some companies really prioritise this. However, more recently many fast fashion companies have pledged to increase sustainable practices but face accusations of greenwashing. Greenwashing refers to companies making themselves appear more environmentally friendly than they truly are. In the context of fashion, it is when companies present sustainability initiatives whilst not addressing the actual problems of fast fashion that need to be targeted.

They identified issues with companies such as H&M, who have committed to using 100% sustainable or recycled materials by 2030. Although this shows an intent to reduce the negative impacts of fast fashion, these targets are not in fact being followed. An example of this is H&M’s recycling programme, where only a small percentage of collected clothes are actually recycled into 15 November 2024 new garments. A large number are instead shipped to developing countries and dumped, creating further environmental and social challenges.

The good news is that we as consumers also have a part to play and the team ended the assembly with a positive message, highlighting some of the things that we can do to make a change away from fast fashion:

• We can choose to support companies which are actually sustainable, such as those which promote transparency, or who have brand accreditations, such as B Corporation certificates
• There are also websites which rate how sustainable brands are, such as Good On You. They rate companies based on three broad categories: people, planet and animals.
• We can also choose to buy clothes from charity, second hand and vintage shops instead of consuming fast fashion. There are so many events in London to buy second hand clothes from, as well as websites such as Depop, Vinted and Ebay.
• Another way you can contribute is by donating clothes that no longer fit you to charity shops and trying to buy your clothes from there. This not only stops clothes from filling up landfills but also directs your money to a good cause.
• Try to avoid overconsumption as much as possible: only buy new clothes if this is essential.

Olivia ended assembly with a personal reflection:

“It can be hard sometimes to move away from fast fashion towards more sustainable options, especially due to the convenience and affordability of fast fashion, which honestly I can be guilty of sometimes. It can often feel hopeless looking at the complete inaction large companies are taking, but by taking small steps we can start to make a bigger difference individually, especially because companies are focused on what the consumer wants. They will sell differently if we buy differently.”

Mrs Hughes, Headmistress writes:

That uplifting thought encapsulates the strong sense of social justice and belief in personal agency which I love about Channing.