Before the world changed radically due to the COVID-19 pandemic, it was common to see in stores and shopping malls a fashion production model betting on fast fashion, a trend that advocates for consumers to renew their cabinets more often.
Many brands and companies lowered the retail price to make people buy in a run- down and unnecessary way. You just have to open the wardrobe and see how many clothes you have bought months ago and have still put on, or have only dressed with it once.
Recently, some referents such as Javier Goyeneche, founder of the sustainable clothing brand Ecoalf, called for responsibility in the world of fashion. These types of fashion companies, that since their inception have opted to be sustainable throughout their process of design, creation, manufacture and sale, want consumers to avoid fast fashion.
Disinfect clothes contaminated by the virus
Fast fashion that has been paralyzed by the confinement and closure of clothing stores for months. At present, many people are wary of going to buy clothes and having to try them on because they are afraid to come down with COVID-19, because they don’t know if a person carrying the virus has previously tried the same garment.
Certainly, the stores have their hygiene and disinfection protocols. In addition, capacity is controlled in the premises, the use of a mask is mandatory and there are screens so that employees can attend to their customers without risk of contagion.
The first steps of the new normality are mitigating compulsive shopping in physical stores. Shopping for clothes through online shops is not so important for people since many people have lost their jobs, they are afraid to catch COVID-19 or their priorities when spending the money have changed.
Has this pandemic killed fast fashion? It will take a few months or years to check it out. But at least, we already know the consequences of fast fashion in relation to the deterioration of the environment.