Decoding Fast Fashion with the True Cost Movie

Source: Truecostmovie.com

What is the impact of the clothes we wear and purchase at extremely low prices?

The True Cost movie depicts that big brands are trying to cut labor costs in order to provide us with affordable garments. Today, people in Bangladesh working for these companies earn less than 3$ a day. Every person has to suffer due to having no choice in choosing work for a living. Til the 1960s USA made 95% of its clothing, but now it’s just 3%. Everything is made outside the US and exported back from developing countries.

Incidents like the Rana Plaza disaster killed more than 1000 people because even after complaining and pointing out the building’s condition the repair was neglected which in turn led to the collapse of the entire building killing innocent poor people. There are two schools of people in which one group believe that sweatshops are a hope for people in 3rd world countries as they give them a chance to earn money; however, few people believe that this should be stopped and people in these countries should also be treated as western countries because they are just like us and humans too.

The fashion industry has also exploited the environment badly. The big companies are creating a way in which it’s always a win-win situation for them. Farmers are committing suicide due to the pressure of growing crops in fast way and commoners are facing health issues like cancers, jaundice, vitiligo, etc. Lands are treated as factories and humans as living robots.

Materialistic values in the Western world have intensified, and advertisement campaigns are created in a way that makes people believe there is a problem/gap/need and connects them emotionally to fashion products, which can make them more desirable and likable in society. As vigilant citizens, we have to make conscious decisions in choosing what and from where to wear so that we do not hurt the lives of people, and not wear clothes from the production houses that are involved in torturing and snatching basic human rights of people.

Say no to overconsumption!

Over a long span of time, it has been evident that the success of the fashion industry is dependent on the end-consumer. Industries thrive because consumers buy, and what if one day….

Consumers stop buying?

Stop going to fast-fashion stores?

and…

Stop using websites for e-shopping? Eventually, many companies will die out!

“Consumption is the sole end and purpose of all production."

-Adam Smith

But what sets today’s companies apart is their responsiveness to consumer demands. They cater to exactly what customers want, and this is how people continue to shop. Visual merchandising, store layout, advertisements, ambiance, and even music are carefully crafted to appeal to the crowd in a way that the human eye and ear could never resist. It requires real determination and willpower to stop purchasing those items displayed at fashion stores.

“Civilization has run on ahead of the soul of man, and is producing faster than he can think and give thanks.”

-Gilbert K. Chesterton

In the 20th century, as fashion was becoming cheaper and readily available to the masses, it was still rare to see many designs, and trends had longer cycles, making it easier for people to invest in them; however, over time, fashion has become cheaper, more easily available, and accessible for every class.

Hence, perpetuating over-consumption among people. However, the aforementioned takes are not the sole reason or solution for overproduction, as it has grown due to multiple reasons, including technology, capitalism, globalisation policies, world trade, etc. Thus, needs a more research-driven approach to solve the problem.

Coming from a fashion-centred background, I believe the environment should not be compromised or deprioritized for the sake of trendy apparel. With collective effort, we can make a difference and change the fashion industry for good.

Here's to shaping a more responsible future together.

Until next time!

References

Morgan, A. (Director). (2015). The true cost [Film]. Life is My Movie Entertainment. https://truecostmovie.com/

Source: New York Times & AM Ahad

Source: ChatGPT generated image

The advent of fast fashion has evolved from two seasons to 52 seasons, meaning we have something new every week. This means a ton of waste, overutilization of chemicals, harmful effects on the environment, lower living standards for labor, underpaid work, and more misery.