The Durability Myth: How Fast Fashion Is Rebranding As High-Quality.

It seems simple to separate the fast from the fashion: SHEIN is the devil incarnate, and your local earth-toned boutique that stocks small designers is the only way forward.

However, there exists a foggy middle ground, littered with brands attempting to convince consumers of their high quality.

Polished merchandising, sleek mannequins and vague marketing copy are all employed in an attempt to point towards the direction of our favourite buzzword: sustainability.

Fast fashion brands like Zara, H&M, and Abercrombie & Fitch have re-marketed themselves in recent years as higher-quality alternatives to the demonised brands that first spring to mind when we hear the words ‘fast fashion.’

Consumers should not be so easily convinced, since the perception of these garments as durable is antithetical to the push for sustainability in fashion.

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