With social media spotlighting trends faster than magazines and television ever did, today’s consumers are experimenting with personal expression through a quickly growing phenomenon: fast fashion.
A term surrounding the fast-paced design, creation and marketing of clothing with the goal of circulating maximum income, no matter the cost in the environment, fast fashion’s rise began in 2000.
Since the start of the new millennium, clothing production has doubled according to McKinsey & Company, and while consumers purchased 60 percent more clothing in 2014 compared to 2000, the garments are owned for only half as long.
The appeal of fast fashion ties directly to its trendyness, affordability and accessibility — all traits that interest those on a budget, including students at OU.
Various styles are seen on OU’s campus, and many students, including psychology freshman Chandini Kanderi, have taken advantage of the perks of fast fashion through websites such as Shein,