"Fast Fashion"

During my research on Fast Fashion, I learned that clothing brands like H&M and Zara have swept the world of fashion. They produce a multitude of designs that are implemented and sold each week. This concept started in the 80's with the fashion clothing brand Zara, it has grown to become a part of the largest clothing retailer in the world. This concept of not guessing what the next fashion is, and instead blindly throwing darts has proven itself to work, but at what cost. With any company, there is product that doesn't sell. This product can often end up in landfills. This becomes a problem when the materials enter the soil and ground water. The products are produced with cotton, but most cotton today is genetically modified to produce a better crop. Pesticides and chemicals are able to find their way into ground water leading to a discomfort with the acronym "GM." Textiles are also dyed to become vibrant colors. Companies dye the clothing with metal infused dyes. They dyes are often mistreated when being deposed of leading to carcinogens being released into the ocean. With all of the problems listed above, and those not listed, fast fashion is still an innovative, and creative approach to targeting fashion and trends.