Luxury fashion today? Just fast fashion in a designer suit. From Chanel to Shein, luxury fashion is in decline—both in quality and integrity. The line between high-end and fast fashion has blurred, leaving consumers in limbo.

Before you come at me with pitchforks—and your Louis Vuitton Speedys—I invite you to wake up and smell the faux fur. 

You’ve been duped.

If it makes you feel better, so have I.

I’ve lived both sides of this illusion.

I worked in fast fashion, burning through paychecks like Monopoly money—new collections, limited collections, sales.

Oh, the sales.

A tenner for a top. Twenty for jeans. Once, I scored a 100% cashmere knit for less than €50. The last one in stock. I sprinted across the shop floor, clutching it like an Olympic torch, while my coworkers looked on with envy.

It shrank in the wash.

Then I got a “real” job. I told myself I’d know I’d made it when I could afford a Chanel. Or a Louis. Or a Laurent.

And so I did.

The 350 Zara bags? Gone. I didn’t need those anymore.

I was spending more, but I told myself I was saving money. These were investment pieces. Resellable. Timeless. Sustainable.

I was Mother Nature’s new best friend.

Except…I wasn’t. Because I didn’t see the bigger picture.

I was blinded by the age-old fashion war.

In one corner: the fast fashionista. Cart stacked with 13 pieces for €27. Bargain. Who needs a designer bag when that’s two years’ worth of outfits?

Sustainability? A nice idea. But what’s one person going to change?

In the other corner: the luxury maven. One bag, one history, one legacy. This isn’t just leather—it’s art. No cheap cloth from China. No, no. This is craftsmanship passed down for centuries. And it’s better for the environment, of course.

Knockoffs? You wouldn’t be caught dead. Not in a million years.

But let me say it again: You’ve been duped.

Think I’m out of my mind?

Strap on your thigh-high Prada boots. Because I’m about to blow your mind.

Then change it.

Fast Fashion and its Impact on the Environment

Fast fashion has long been the villain of the fashion industry, and for good reason. The term has been synonymous with exploitative labor, environmental damage, and disposable clothing. Brands like Shein, Zara and H&M dominate conversations about unethical fashion. 

That’s because their business models focus on rapidly producing affordable, trendy clothing in large volumes. This fast-paced production results in significant textile waste, as many garments are worn only a few times before being thrown away.

Take Shein, the biggest polluter of the three as an example:

Emissions Growth:

• Shein's carbon emissions doubled from 2022 to 2023.

• It emitted 16.7 million metric tons of CO₂ in 2023—more than four coal power plants produce annually.

• Its emissions rose almost twice as fast as its revenue.
  
  

Production & Business Model:

• Shein generated $30 billion in revenue in 2023.

• It adds up to 10,000 new items per day and offers 600,000 items at any given time.

• Prices average $10 per item.

• 44% of U.S. Gen Z consumers buy at least one Shein item per month.

AI & Supply Chain:

• Shein’s 5,400 suppliers use AI software to predict demand in real-time, reducing inventory waste.

• AI has enabled faster production cycles, with new designs becoming garments in as little as 10 days.

• 38% of Shein’s emissions come from transportation, mostly due to air shipping.

• 61% of emissions come from other parts of the supply chain.
  
  

Materials & Waste:

• 76% of Shein’s fabrics are polyester, which sheds microplastics.

• Only 6% of its polyester is recycled.
  
  

Labor Concerns:

• A 2023 investigation found factory workers in Shein’s supply chain regularly worked 75-hour weeks.

• In audits of 3,000 suppliers, 71% received a C or lower on Shein’s A-to-E grading scale.
  
  

Sustainability Efforts & Challenges:

• Shein saved only 3% of its emissions in 2023 through measures like solar panels for suppliers and increased ocean shipping.

• AI has potential sustainability benefits, but Shein does not use AI for emissions tracking.

• Despite its sustainability claims, Shein’s model remains highly carbon-intensive, with AI accelerating production rather than reducing environmental impact.

And that’s just Shein.

The impact of fast fashion on the environment is horrific. If you need any more convincing make sure to check out Buy Now! The Shopping Conspiracy on Netflix. 

You won’t sleep for days.

But by focusing only on the “obvious bad guys” might be allowing other major players to fly under the radar.

It’s time to rethink what we mean by “fast fashion.”

Many luxury brands, often seen as the antithesis of fast fashion, are guilty of similar exploitative practices. 

The distinctions between fast fashion and luxury are becoming increasingly blurred, raising an important question: Is it time to redefine fast fashion itself?

The Evolution of “Fast Fashion”

The internet’s perception of fast fashion has shifted over the years. While the industry has traditionally used the term to describe cheap, mass-produced clothing, social media discussions are now expanding the definition.

So, what exactly defines fast fashion today?

1. Trend Cycles: Fast fashion thrives on rapidly shifting trends, pushing consumers to buy more to stay relevant.

2. Overproduction: Excessive inventory leads to massive waste and environmental harm.

3. Poor Working Conditions: Exploitation in supply chains remains rampant.

4. Low-Quality Materials: Many items are designed for short-term wear, leading to a cycle of constant repurchasing.

While these characteristics are typically associated with Shein, Zara, and H&M, luxury brands are also guilty of engaging in similar practices—just in a more polished and expensive way.

Ethical Luxury Fashion: A Myth

Luxury brands have long marketed themselves as beacons of quality, craftsmanship, and exclusivity. However, recent reports show that they are far from immune to the same labor and environmental issues that plague fast fashion.

Exploitative Labor Practices

A recent investigation exposed serious labour rights violations at a Dior supplier in Italy. Workers faced poor conditions and low wages—this, while Dior’s parent company, LVMH, spent an estimated €150 million to sponsor the Olympics. Another investigation revealed Chinese workers living in an Armani factory, working under hazardous conditions.

Similarly, LVMH-owned brand Loro Piana came under fire for exploiting indigenous communities in Peru. An article from Bloomberg sums it all up in the opening sentence: “Once a year, Andrea Barrientos, a 75-year-old subsistence farmer in the Peruvian Andes, works free of charge for the world’s richest person.”

This isn’t new. The fashion industry has a history of ignoring labor rights violations, only addressing them when scandals emerge. Even then, brands often feign ignorance, as Dior’s CFO did when confronted about their supplier’s conditions.

Luxury’s Fast Fashion Mindset

Luxury brands are adopting fast fashion’s worst habits, particularly when it comes to:

• Trend-Chasing: Once the trendsetters, luxury brands now aggressively follow viral moments, collaborating with influencers and flooding the market with new collections.

• Overproduction & Waste: LVMH wrote down billions in unsold inventory last year. Just like fast fashion retailers, they overproduce, prioritizing profit over sustainability.

• Environmental Harm: Many luxury brands use materials linked to deforestation and pollution, such as Brazilian leather tied to Amazon destruction.

How Luxury Brands Get Away With It

If luxury brands engage in similar harmful practices as fast fashion brands, why don’t they face the same scrutiny? 

Here’s how they maintain their untouchable reputation:

1. The Illusion of Quality – A high price tag doesn’t necessarily mean ethical production, but it creates a perception of superior craftsmanship.

2. Powerful Marketing – Celebrity endorsements, exclusive store locations, and elite branding reinforce the image of luxury as aspirational and ethical.

3. Influence Over Media – Luxury brands have deep ties to fashion media, which often downplays their controversies.

4. Lack of Transparency – Many luxury brands are secretive about their supply chains, making it difficult to hold them accountable.

5. Blaming Fast Fashion – By keeping the focus on Shein and H&M, luxury brands successfully divert attention away from their own questionable practices.

The fashion industry isn’t as flawless as it may seem. Consumers are becoming more discerning, questioning the value behind soaring price tags and disappointing quality. 

For example, can you truly justify spending over €5,000 on a quilted bag with uneven seams and poor stitching? 

Meanwhile, influencers are shifting their focus from showcasing luxury products to sharing lifestyle content centered around experiences—whether it's dining at top-tier restaurants or traveling to new destinations. This growing trend reflects a deeper desire for authenticity and meaning beyond mere materialism.

The proof, as they say, is in the numbers. 

A recent article from Forbes states that In 2024, the global luxury market faced its first decline since 2008, dropping 2% from a record high of $387 billion in 2023. 

Factors such as a 20-22% decline in the Chinese market, the loss of 50 million consumers, and a disconnect with younger generations like Gen Z contributed to this downturn. 

With prices for luxury goods increasing by 52% since 2019, many high-net-worth individuals are opting for more affordable alternatives. The industry's reliance on digital experiences and AI is also failing to resonate with consumers seeking personal, human connections.

Redefining Fast Fashion

It’s time to shift the conversation. Rather than simply labeling certain brands as fast fashion, we need to address the behaviors that make the fashion industry unsustainable. This includes:

• Overconsumption: Encouraging endless purchases, regardless of price point.

• Exploitative Labor: Failing to prioritize fair wages and safe working conditions.

• Environmental Damage: Contributing to pollution and excessive resource depletion.

By broadening our definition of fast fashion to include unethical practices at all price points, we can push for meaningful change across the entire industry.

Taking Down Fast (Luxury) Fashion One Step at a Time

So, what are we to do? One option is to turn to the pre-loved market. The global secondhand clothing market is experiencing significant growth, driven by factors such as the rising cost of living and a growing emphasis on sustainability.

Global sales of pre-owned clothing surged by 18% in 2023, reaching $197 billion. This trend is expected to continue, with forecasts predicting that secondhand clothing sales will account for 10% of the global fashion market in 2025.

This shift towards secondhand options reflects a growing consumer awareness of environmental and social issues, as well as a desire for unique and affordable fashion choices.

However, it's crucial to acknowledge that the rise of secondhand shopping does not automatically guarantee a sustainable fashion future.

Addressing the root causes of fast fashion production and overconsumption remains essential for creating a truly sustainable and ethical fashion system.

And me?

I’m giving myself the luxury of purchasing an item of clothing only when I need to. Sticking to items that will be by my side for decades to come.

Wearing all the items I’ve kept over the years and thrifting pieces that will be part of my forever wardrobe.

I’m done with the mindless spending sprees. I’m choosing quality over quantity, backing brands that give a damn about the planet. I don’t want to invest in just any products, I want to be part of a revolution—one where quality and integrity reign over disposable trends. 

When you support brands like this, you’re not just buying an item—you’re making a statement. 

You’re voting for a future where slow fashion actually means something.

Let’s stop the madness. Choose less, but choose better.