The dichotomy of fast fashion

An article by McKinsey, ‘What is fast fashion?’ explores fast fashion - how it transformed the industry by delivering affordable, trendy clothing at lightning speed, but also shedding light on its environmental and ethical downsides. It strikes a balance between acknowledging its business appeal and addressing the growing demand for more responsible fashion practices.

The article highlights a striking gap between intention and action, noting that while 60% of consumers say they prefer sustainable fashion, only 20% actually follow through with their purchases.